The UK’s Vegan Meals Group (VFG) has struck a deal to carry Eat Simply’s plant-based egg, Simply Egg, to European markets for the primary time.
In an announcement, VFG chairman Matthew Glover stated the corporate has secured “unique” manufacturing and distribution rights for Simply Egg throughout the UK and EU.
He described the settlement as a “landmark deal” for the corporate. The manufacturing of Simply Egg in Europe is scheduled to start later this 12 months.
US-based Eat Simply develops egg options utilizing mung beans and produces plant-based mayonnaise and dressings.
Based in 2011 by Josh Tetrick, the corporate has additionally expanded into cell-based meat by its subsidiary Good Meat.
Underneath the settlement, VFG will make investments £11.5m ($15.2m) in a “absolutely automated” manufacturing line at its Lüneburg facility in Germany, which it claims is Europe’s “largest” devoted plant-based web site.
“This partnership is a big leap ahead in remodeling plant-based meals throughout Europe,” Glover added.
The journey of Simply Egg to Europe has been in growth for a number of years.
In 2018, Eat Simply entered a manufacturing and distribution deal with Italian egg provider Eurovo, adopted by a gross sales and distribution settlement with German poultry firm PHW Group in 2019.
The launch was contingent on regulatory approval, which was granted by the European Meals Security Authority in October 2021.
Simply Egg is obtainable in markets, together with South Africa, South Korea, Canada, Hong Kong, China and Singapore,
VFG was initially in 2020 as VFC Meals by Adam Lyons and Glover, the latter recognized for launching the Veganuary marketing campaign. The corporate has since grown its presence by M&A, with its portfolio together with VFC, Meatless Farm and Clive’s.
In October, VFG has bought a producing facility in Germany to tofu specialist The New Originals Firm.
