Widespread retail distribution is one of the fastest ways to garner brand recognition, and Eat Just has this strategy on lock. The cutting-edge plant-based egg provider recently made an exciting announcement that its flagship product JUST Egg will be available at more than 17,000 points of retail distribution in the United States, a 40 percent increase and a testament to the breakout success of the pioneering product that launched nationwide last year.
"Bringing JUST Egg to thousands of additional cities and towns across America is a proud moment for our team. Knowing it's now available at the grocery store just a few miles from where I grew up in Birmingham, Alabama, is particularly exciting for me. Our products are quickly becoming part of the breakfast ritual for families across the country, and we look forward to sharing JUST Egg with millions more in the months and years ahead,” said Josh Tetrick, Co-Founder and CEO.
According to a press release, Walmart will add the original 12-ounce pourable JUST Egg to more than 1,900 stores coast-to-coast after it became a strong seller at hundreds of regional locations. About 900 Food Lion stores in the Mid-Atlantic and Southeastern U.S. and 170 Giant stores in Delaware, Maryland, Pennsylvania, Virginia, and Washington, DC, are also adding the product to their shelves.
More than 1,000 Kroger and Kroger-owned stores like Ralphs, Fred Meyer, QFC, Fry's, and Mariano's will bring the recently launched folded JUST Egg to their freezer sections. Ideal on toast or inside breakfast sandwiches, folded JUST Egg will also arrive at 1,000 Albertsons and Safeway stores in Arizona, California, Colorado, and Washington; Jewel-Osco stores in the Greater Chicago area; Randalls and Tom Thumb in Texas; and 160 Acme stores in Connecticut, Delaware, Maryland, New Jersey, New York, and Pennsylvania.
"We are very grateful to all of our customers for their support of both original JUST Egg and folded JUST Egg. I'm excited to see how quickly we’ve gained distribution and look forward to continuing to build on this success together," said Matt Riley, Senior Vice President for Global Partnerships.
Original JUST Egg is one of the best-selling egg products out of 88 SKUs at a leading national retailer, and its growth has surpassed numerous mainstream plant-based products in popular categories like meat and milk in conventional grocery. Folded JUST Egg is also a top frozen breakfast item at a top-five retailer.
JUST Egg retail sales have skyrocketed in the past six months with consumers eating at home more frequently and opting to add healthier and more sustainable plant-based products to their diets. Overall JUST Egg MULO (multi-outlet) unit sales were up 102 percent February to July. Unit sales are up 102 percent at a leading grocery chain; up 105 percent at a leading mass retailer; and up 253 percent at a leading natural retailer. Case shipments to retail customers in July increased 170 percent over February and shipments since July are up 330 percent versus the same time last year.
Earlier this week, Eat Just shared the results of a survey of 2,000 Americans conducted by market research firm OnePoll that found more consumers are going plant-based for breakfast versus other meals and more than half look for high protein and low sugar options when making breakfast choices. Six in 10 said they liked the plant-based version of a food product better than its animal-based counterpart and more than half said they believe eggs made from plants are healthier than eggs made by chickens.
As one of the fastest-growing categories in the plant-based sector, eggs are poised to take over the dairy case in no time. As more specialty brands continue to expand, Deli Market News will be here to report.