“With millions of Canadians embracing plant-based proteins for healthier, more sustainable diets, there’s no better time to launch our folded product here.”

This week, food technology startup JUST will debut its folded JUST Egg vegan omelette at leading retailers across Canada.

Labeled as JUST Plant Egg in Canada, the product will launch at select outlets of Buy-Low Foods, Loblaws, Metro, Save-On-Foods, Sobeys, Safeway, Walmart, and all Whole Foods Market stores.

By Easter, more than 1,000 stores in Canada will offer the brand’s top-selling product and it will also be available to restaurants and other foodservice operators across the country by April.  

The vegan mung bean-based egg is available as a four-pack in the frozen aisle for a suggested retail price of $7.99 CAD.

it is toaster-friendly, cholesterol-free, and contains 13 grams of protein per serving.

 Moreover, it is Non-GMO Project Verified, egg-free, dairy-free, has no artificial flavours and its ingredients use 98% less water, have a 93% smaller carbon footprint, and use 86% less land than its meat counterparts. 

JUST is also in the final stages of a Canadian regulatory review for its bottled, pourable version of the JUST Egg Folded.

The pourable format makes it ideal for scrambles, omelets, quiches, stir-fries, and baking.

‘Worth the wait’

“Canadians have been asking us to bring JUST Egg north of the border since the day it launched in the U.S. and we hope customers agree it was worth the wait.” Josh Tetrick, co-founder, and CEO said.

“With millions of Canadians embracing plant-based proteins for healthier, more sustainable diets, there’s no better time to launch our folded product here.

“And as an added bonus, it’s made locally in Canada.”

JUST expansion

After debuting in the retail sector in 2018, JUST Egg has sold its award-winning liquid plant-based egg product not only across retail locations in the US but also to international markets.

In addition, the brand’s product is also carried by several food service providers, including college campuses, resorts, amusement parks, and fast-food chains such as Tim Hortons, Le Pain Quotidien, and Bareburger.

Earlier this month, coffee chain Peet’s Coffee launched a fully vegan Everything Plant-Based Sandwich featuring JUST Egg, Beyond Meat Breakfast Sausage patty, and melted dairy-free cheddar cheese.

“We are thrilled to join forces with Beyond Meat and JUST Egg to bring Peetniks a delicious breakfast sandwich made with all plant-based ingredients,” Lori Fulmer, Peet’s Senior Food Research and Development Manager, said.

“As consumers continue to demand more plant-based options we have expanded beyond alternative dairy, setting our sights on a plant-based breakfast sandwich that is not only better for the planet, but also every bite as delicious as your typical animal-based breakfast sandwich.”

• Read: JUST Egg wins prestigious NEXTY Award for ‘Best New Frozen Product’

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