JUST to Release Updated Version of Its Famous Vegan Egg by End of Year
We’ve got egg-cellent news! Plant-based company JUST is releasing an updated version of its famed vegan egg—one that promises to be even more “eggy.” Customers can expect the new product to be available at Whole Foods Market by the end of 2020.
JUST is on a mission to innovate its products in three areas: taste, texture, and price. Eat Just CEO Josh Tetrick stated:
Consumers who already love the current version of JUST Egg will find the forthcoming formulation cleaner, creamier, and more egg-like than many chicken eggs. The newest version will deliver on Eat Just’s commitment to leveraging our technology platform and culinary talent to continue innovating.
Earlier this year, JUST made history when its brand-new JUST Egg Folded became the first vegan product to win the NEXTY Awards’ “Best New Frozen Product” category. The company’s mung-bean-based vegan egg is perfect for breakfast sandwiches and already available in select grocery stores.
On top of constant innovation, JUST is working hard to make its vegan egg products more available. In May, the company announced a partnership with the world’s largest supplier of processed eggs, Post Holdings’ Michael Foods. Thanks to this partnership, JUST Egg will be accessible to more consumers throughout the United States. JUST head of global communications Andrew Noyes stated:
We believe this is the largest-scale example of an animal protein company committing to make and distribute a plant-based product—ever. It’s an exciting moment for our startup and very relevant to how the food sector is evolving generally and in light of current events.
JUST is also focusing on price, with the goal of eventually bringing the cost of JUST Egg below that of its animal-based counterpart. In fact, earlier this year the company cut the price of JUST Egg by 35 percent.