New JUST Egg product will be found in grocers’ freezers

Consumers looking for a vegan, plant-based grab and go breakfast option will be able to purchase a new frozen folded version of Just Egg at participating grocers’ freezer sections, restaurants and other foodservice distributors starting in April.

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New frozen egg substitute can be easily heated in the toaster or microwave (Just Egg).
New frozen egg substitute can be easily heated in the toaster or microwave (Just Egg).

Consumers looking for a vegan, plant-based grab and go breakfast option will be able to purchase a new frozen folded version of JUST Egg at participating grocers’ freezer sections, restaurants and other foodservice distributors starting in April.

The new JUST Egg folded is “a fluffy, folded egg, perfect on top of toast or inside breakfast sandwiches” and will be sold in packages of four, according to the company. Each plant-based egg patty will contain 7 grams of protein, 7 grams of fat and 100 calories and can be cooked in minutes in the toaster or a microwave.

The product will be sold in the freezer sections of approximately 5,000 stores, including Whole Foods Markets, Albertsons Safeway, Gelson’s Markets, Stop & Shop, Kings Food Markets and Giant Martin's. It will also be available at select restaurants and other foodservice distributors.

Plant-based egg substitutes are a growing market, increasing 38% between April 2018 and April 2019, according to SPINS numbers published by the Plant Based Foods Association. Innova Market Insights just called egg substitutes “the next big thing” for the plant-based market. The plant-based retail market is currently worth $4.5 billion and could reach $140 billion in the next decade.

New version of bottled egg coming

JUST Egg is best known for its plant-based bottled egg product, made from water, mung bean protein, canola oil, gums and seasonings. The egg substitute is designed to cook and taste just like scrambled eggs.

In 2019, Andrew Noyes, JUST Egg’s head of global communications, said that the company has sold the equivalent of 10 million chicken eggs.

The company plans to launch an upgraded version of its bottled egg in May. The new version will be “cleaner, creamer and more egg-like than many chicken eggs.”

The new plant-based bottled egg product will be less expensive as a result of more efficient sourcing, processing and manufacturing practices. Plans calls for a 12-ounce bottle of the upgraded egg substitute to sell for $4.99. The product currently retails for $7.99.

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