The first iteration of JUST egg was very impressive. Version 2.0 is even better. Now, you can add Whole Foods to the list of distributors helping consumers get their hands on it.
The flavor profile has improved meaningfully, which made it hard for me to decipher from eggs produced by chickens. This upgrade can really take the product to the next level, and it seems I’m not the only one who thinks so.. Sprouts Farmers Market is doing the same this month. Given the fact that sales of JUST Egg are now well past the equivalent of 4 million conventional eggs, the addition of these juggernaut distributors should really move the needle higher.
“Since we launched JUST Egg in retail, we’ve been tracking consumer requests and Whole Foods has been the #1 requested location. We’re thrilled to bring JUST Egg to all Whole Foods consumers this April,” said Matt Riley, SVP of global partnerships at JUST. So far in the U.S., there has been solid traction in retail for JUST Egg. According to the company, they are outselling liquid eggs head-to-head. This is happening nationwide in over 5,000 stores, including Albertsons and Safeway.
JUST continues to grow their partner ecosystem as well. Last summer, they announced a partnership with Eurovo Group, one of the world’s largest egg companies, to manufacture and distribute JUST Egg across Europe. Recently, JUST announced that PHW Group, one of the largest protein companies in Europe, will also distribute JUST Egg in the European market. Establishing partnerships of this caliber is key to the success of plant-based companies like JUST.
Without question, one of the biggest opportunities will be in Asia. As you may know, China is the largest consumer of conventional chicken eggs in the world, which contributes one-third of global egg production. JUST has built a team on the ground in an attempt make a dent there.
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