The mung bean-based vegan egg has been a huge hit with consumers and the company is looking to become bigger, better and cheaper with its new products.

While JUST’s vegan egg product enjoys first place in the liquid egg substitute product category based on point-of-sale data from IRI that considers average store sales per week, the company has major expansion plans in the pipeline.

Since its first full year of distribution in 2019, the California-based technology startup sold its vegan JUST Egg formula to an equivalent of more than 20 million eggs.

The company is now looking to improve the current formula and make it cleaner, creamier and more egg-like with plans to roll out the updated formula in May.

“Our team is second to none and we’re excited for people to try what we’ve been working on. We’ll keep making JUST Egg tastier, more functional and enjoyable for omnivores, plant-based eaters and everyone in between,” said Chef Chris Jones, Vice President of Product Development.

Bigger facility

The food tech company recently struck a deal with Del Dee Foods and acquired a 30,000 square-foot production facility and 40 acres of land in Appleton, Minnesota to scale its production of plant-based foods including its best-selling mung bean protein-based egg formula.

With a bigger production facility, the company is also targeting a 35% reduction cost reduction across its selling channels, which means suggested retail price for a 12-ounce bottle could be reduced to $4.99 from its current $7.99.

New folded JUST Egg

The food start-up will also be one of the first in the market to introduce a frozen ready-made “folded” vegan egg formula.  

Launching in April, the frozen just egg will be sold “in approximately 5,000 stores at launch and will be available for restaurants and other foodservice destinations from major distributors,” as reported by CleanTechnica

In an interview, Andrew Noyes, Head of Global Communications at Eat JUST, Inc., told CleanTechnica: “With a growing number of consumers seeking healthier, protein-rich, low sugar meal options that are also convenient to heat and eat, we believe this product will appeal to a range of customers.”

 When asked whether the company intended to offer other meat products in plant-based versions, Noyes replied: “Our mission doesn’t stop at making incredible plant-based products. We’re utilizing our team’s expertise and cutting-edge technology to lead the nascent but fast-growing cultured meat industry.”

The company has been working on developing clean chicken meat using cells obtained from the feathers of the animals.

 “2020 is the year that our work to build a world-class technology platform and compelling brand is being realized. It’s humbling to see the overwhelming response to our team’s hard work,” said Josh Tetrick, co-founder and CEO of JUST.

• Read: Greggs to ‘soon’ launch vegan hot cross buns

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