Building out its global presence, Eat Just’s JUST Egg brand is fortifying its position in the Great White North, rolling out another popular product in the Canadian market. The plant-based egg brand revealed that it has launched its Pourable JUST Egg offering in retailers across Canada just in time for holiday feasts.
“Millions of Canadians are embracing plant-based proteins for healthier, more sustainable diets, and we’re thrilled to bring yet another delicious and convenient JUST Egg product to store shelves and restaurant menus across Canada,” said Josh Tetrick, Co-Founder and Chief Executive Officer of Eat Just. “By reimagining one of the world’s simplest yet most transformational foods with plants, we’re helping consumers make smart food choices for themselves and for the planet.”
JUST Egg made its entrance into the market last spring with its JUST Egg Folded product, according to a press release. The brand’s latest offering to enter grocery stores across Canada, Pourable JUST Egg, is manufactured in the country and is ideal for scrambles, omelettes, quiches, breakfast sandwiches, and in a variety of baking applications.
The product will make its debut in select Loblaws, Walmart, Metro, Save-On-Foods, Whole Foods Market, Real Canadian Superstore, Federated Co-op, Provigo, Zehrs, and No Frills stores as well as several independent grocers. It will have a suggested retail price of $5.99 CAD.
Packed with clean and sustainable protein and non-GMO Project verified, the product tastes and looks like conventional eggs. Pourable JUST Egg is also cholesterol-free and made without artificial flavors. Further extending the reach of the offering to foodservice, Pourable JUST Egg will also be distributed via Sysco Canada, Gordon Food Service, and other regional distribution companies.
For JUST Egg, Canada continues to be one of the most requested and strongest market launches. After having its pourable product on shelves for just a few weeks, the company has already achieved sales growth that took more than a year to hit in the U.S. market.
“I’ve been eating JUST Egg Folded since they first launched in Canada and love the taste, convenience and nutrition they provide,” said Nicole Osinga, a well-known Toronto-based registered dietitian and certified diabetes educator. “There are so many people shifting toward plant-based eating, including many of my clients, making JUST Egg products an easy swap for consumers. Their products are made with a short list of ingredients, including mung beans, which are a great source of sustainable protein. You can be confident in the nutrition composition of JUST Egg products, all while enjoying a delicious and easy-to-prepare plant-based breakfast!”
A poll conducted in August of over 1,000 Canadian grocery shoppers showed that 70 percent who were interested in trying Pourable JUST Egg were guided by curiosity and health, with a desire to try a new product. Others looked to the brand to reduce their consumption of animal-based proteins, while 81 percent surveyed by Maru Public Opinion on behalf of Eat Just, believe pourable JUST Egg is a unique product offering and listed an assortment of reasons to consider JUST Egg with health and sustainability as leading factors.
According to research from Mintel, 47 percent of Canadians who consume or show interest in plant-based alternatives say they are interested in eating or drinking plant-based products because they are better for their health. Another one-third state environmental reasons, while 55 percent of Canadian consumers identify as flexitarians or omnivores. The research also shows their desire for plant-based options is increasing, with 62 percent of those who consume or show interest in plant-based alternatives say they plan on eating more of those products in the future.
“When I create recipes, health and flavor are always on my mind,” said Toronto-based Diala Canelo, plant-forward recipe creator and author of the popular website Diala’s Kitchen and cookbook of the same name. “I love the easiness and versatility of using JUST Egg in recipes. From breakfast dishes to baking, the taste and texture is unparalleled. I am honored to be aligned with a company who puts sustainability first.”
What will be JUST Egg’s next play to further expand its Canadian market reach? Keep reading Deli Market News to find out.