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October 20, 2021

Eat Just eyes European Union launch after regulator nod

Eat Just says it's also in talks with regulators in the UK, now outside the EU.

US alternative-protein firm Eat Just is eyeing a launch for its Just Egg product in the EU after its key ingredient received approval from The European Food Safety Authority (EFSA).

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The product’s mung bean protein has been deemed safe in the EU by EFSA’s panel on nutrition.

Eat Just said the green light paves the way for the launch of Just Egg to occur in the bloc in mid-2022 after the European Commission concludes its review.

The California-based company said it is also in talks with the UK’s Food Standards Agency on moves to launch into that market.

Josh Tetrick, the company’s co-founder and CEO, said: “Bringing Just Egg to Europe, and to millions of consumers who are choosing a healthier, more sustainable approach to eating, will be one of the most important milestones for our company.”

Just Egg has recently been launched in South Africa and South Korea, having already hit the shelves in countries including Canada, Hong Kong, Singapore and China.

The company, set up by Tetrick in 2011, also markets egg-free mayonnaise. It is present in the market for meat alternatives. Last year, it was given approval by the authorities in Singapore to sell cell-based chicken products in the island state and tested the product in select restaurants.

Last month, Eat Just announced it had secured new funding to foster growth in Good Meat, its cell-cultured arm. The company won US$97m in financing from existing and new investors. The business unit also attracted $170m in funding in May.

 

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Unilever- A Deep-dive into Product Launches and Advertising Strategy

Unilever product advertising is mainly through mainstream TV channels. Out of the products advertised so far at least 50% (over 850) of ads have been run on TV, while print media comes second with 496 ads. Unilever also utilizes social media platforms for advertisement. Unilever products are categorized by innovation ratings and tags in our product launch database. The North American region consists of almost 74 products with innovations related to the formulation of the product. Europe and other regions also have more products categorized under formulation-related innovation, followed by the packaging and positioning of the products. Most Unilever products are tagged with “High Vitamins”, “Recyclable”, and “Natural” tags to understand what the product differentiator is from other products available in the market. The majority of products belong to the personal care industry with a total of 5,788 products to date. This report, through the Unilever Example, illustrates how GlobalData Explorer enables you to:  
  • Track product launches by FMCG companies to get an understanding of the product-level strategies including geographic concentrations, innovation types, product claim, category focus and more
  • Monitoring the advertising strategies of various brands and gain insights into channel focus, regional focus, and more
  • Perform company-level analysis to understand business model, size, and geographic focus
Don’t miss out on key market insights that can help optimize your next investment – read the report now.
by GlobalData
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