Today’s consumers seem to always be looking for what they believe to be the healthiest option when making egg-buying decisions. While opinions differ between what really is the best option, companies are working to offer consumers a line-up of various products.
To appeal to those looking for an alternative option, the company JUST Inc. has created a new product from mung beans called JUST Egg. The mung bean is said to scramble just like an egg. The new plant-based product offers protein. The company markets that it is free of antibiotics and cholesterol.
“Its ingredients require less water and emit fewer carbon emissions than conventional chicken eggs. For egg producers, restaurants and retailers, JUST Egg helps expand an already robust category to reach consumers who would otherwise not consume eggs,” said Andrew Noyes, head of communications with Just Inc.
Noyes claims that many who have tried the current version of JUST Egg have been surprised by its similarity to conventional chicken eggs, from its behavior when poured into hot pan to the egg-like feel and taste. “Some have noted a very mild aftertaste when eaten plain, but when mixed with other ingredients, as eggs typically are prepared, JUST Egg is indistinguishable to most,” he said.
JUST Egg background
According to the JUST Inc. website, the company decided a few years ago to work with farmers to see if they could come up with a long-term approach to a more sustainable egg. The company is still working with a growing number of partners to grow and process mung beans, Noyes explained.
It has taken the company’s research and development, food science and culinary teams more than four years to arrive at the current formula. “We’re always working hard to improve upon all of our products and that will be the case for JUST Egg as well,” said Noyes.
Distribution
The product is not currently in grocery stores. However, in the coming months the company has plans of JUST Egg being available in grocery stores and foodservice distributors. The company has also launched an action center where consumers can ask their retailers to stock the new product.
The initial version of the product will be cost competitive with premium egg products, Noyes explained.
The product has already been used in restaurants. According to Noyes, JUST Egg initial restaurant partners reported that the product led to a 42 percent increase in total egg-related sales and a 13 percent increase in total breakfast sales.
“Within two weeks of adding JUST Egg to the menu at one café, dishes including the ingredient comprised over 30 percent of all egg-related sales. Another fast-casual chain doubled their JUST Egg menu offerings within three months of launch and has further expansion plans this year,” Noyes said.
JUST Egg has already launched in Hong Kong and the company is planning for continued international expansion.
"JUST Egg is currently served in select restaurants in San Francisco, Hong Kong and Washington, D.C., and will be available in more cities and locations in the coming weeks and months through grocery and foodservice channels,” Noyes concluded.
JUST – Hampton Creek Foods
JUST Inc. was previously known as Hampton Creek Foods. The company made headlines when the U.S. Justice Department made inquiries about the company on the grounds that the company had allegedly hired contractors to purchase its own products in order to inflate sales figures and possibly mislead investigators. According to Noyes, the issue was settled in 2017 and no wrong doings were found.
