Following a recent partnership with Whole Foods to bring JUST plant-based products to the retailer’s hot bars, the food provider has announced the launch of a new JUST Egg product—a plant-based fluffy, foldable egg that is just begging to be added to a breakfast sandwich.
“Our team is second to none and we’re excited for people to try what we’ve been working on. We’ll keep making JUST Egg tastier, more functional and enjoyable for omnivores, plant-based eaters and everyone in between,” said Chef Chris Jones, Vice President of Product Development.
The new product will be available starting in April and will make its debut in the freezer section of Whole Foods Markets, select Albertsons Safeway stores, Gelson’s Markets in Southern California, Stop & Shop in the Northeast, Kings Food Markets in the New York metro area, and Giant Martin’s in the Mid-Atlantic—and that’s just for the first wave of the roll out! In total, the new plant-based egg product will be sold in approximately 5,000 stores at its initial launch, with further retail and foodservice expansion planned as well.
The folded JUST Egg is primarily made of the protein from mung beans, and has as much, or more, protein as many animal proteins—approximately seven grams. The new product is also free of cholesterol, dairy, and artificial flavors. It is entirely plant-based, with no actual egg, and will be sold as a box of four at retail.
“2020 is the year that our work to build a world-class technology platform and compelling brand is being realized. It’s humbling to see the overwhelming response to our team’s hard work,” Josh Tetrick, Co-Founder and CEO, said.
JUST has broken into the plant-based food market in a big way, and its original liquid JUST Egg product is currently available at retail, including Walmart, Kroger, Whole Foods, and Amazon, according to a press release.
Riding its continuing success, JUST recently expanded its operations to include the acquisition of a 30,000-square-foot facility in Appleton, Minnesota. The company is also planning to roll out the next version of its JUST Egg liquid format in May. The new version is leaner, creamier, and more egg-like than many chicken eggs. And, in an effort to appeal to an even wider consumer audience, JUST Egg will see a price reduction in both retail and foodservice channels in Q2 of this year, which is facilitated by increased efficiencies in sourcing, protein processing, and manufacturing.
For more news on the plant-based sector, keep reading Deli Market News.