In Hong Kong, bottles of the mung bean-based egg were rolled out in the plant-based plaza, Green Market in January 2018. People in Asia got the lowdown on JUST’s vegan egg before the US. Following in the footsteps trendsetting plant-based giant, Beyond Meat, JUST has decided to make its product accessible rather than niche and effectively introduce analogue eggs to the masses. The bottled vegan eggs will be stocked alongside chicken eggs in European stores this year, giving omelet fans a plant-based option for starting their day. In 2018, JUST formed a partnership with leading egg industry distributor the Eurovo Group and German poultry giant PHW Group to distribute JUST Egg throughout Europe. A key part of their model is creating plant-based versions of common products, such as salad dressings and mayonnaise. In some cases, it even outsold chicken eggs.įounded in 2011 by CEO Josh Tetrick and HSUS (Humane Society of the United States) vice president Josh Balk, JUST is an environmentally-focused company on a mission to provide healthy and sustainable food to everyone. In the first four months, the cruelty-free egg proved to be so popular that JUST reports selling 2 million bottles. After being trialed in San Francisco’s Flore restaurant and being dished up in JUST Egg patty form by several food service companies, the liquid egg was rolled out to retail in September last year.
The JUST Egg was launched in the company’s native San Francisco in December 2017 after four years in development.
Time Magazine even named it one of the smartest sustainable products of 2018. This completely vegan egg product comes in liquid form in pourable 12-ounce bottles and can be used anywhere you would use whisked eggs. JUST has responded to the market demand by creating its signature JUST Egg product.
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