In 2019, Just Egg made a significant impact in the egg substitute market, but 2020 is set to be even more transformative. The introduction of a new folded egg product, alongside a revamped formulation, a new production facility for mung bean protein, and reduced pricing, positions the brand for substantial growth in this category. As per point-of-sale data from IRI shared by Just, their egg product currently ranks as the top liquid egg substitute based on average weekly sales across stores. Since its launch, Just Egg has sold the equivalent of over 20 million eggs. This bottled liquid plant-based egg substitute, which functions similarly to beaten eggs, is widely available in grocery stores nationwide. Additionally, Just Egg is featured on menus at various restaurants, including Tim Hortons, Bareburger, and the hot bar at Whole Foods Market.
In December, Just announced the acquisition of Del Dee Foods, a protein ingredients company based in Appleton, Minnesota, for an undisclosed amount. Just had previously collaborated with Del Dee as a co-packer and decided to acquire the company as its owners considered selling. This acquisition included a 30,000 square-foot facility and 40 acres of land. Noyes informed Food Dive that Just anticipates expanding operations at this new site.
As the popularity of plant-based products continues to grow, Just has emerged as a leader in the egg substitute segment. Its vegan competitors include Follow Your Heart’s VeganEgg and Spero Foods’ Scramblit, while other common egg substitutes either contain actual eggs or consist of powdered ingredients meant for recipes that require egg as a binder. Given the wide variety of plant-based milks, meats, and cheeses available, it may seem surprising that more manufacturers haven’t ventured into the plant-based egg space. This could reflect the inherent challenges in developing plant-based eggs that replicate the look, taste, and cooking properties of traditional chicken eggs.
Recognizing these challenges, Just has wisely focused on perfecting its product while also investing in innovations that enhance desirability and affordability. According to SPINS data published by the Plant Based Foods Association, plant-based egg sales surged by 38% from April 2018 to April 2019. The frozen folded egg product, which can be cooked in minutes in a toaster or microwave, offers a convenient and protein-rich breakfast option for consumers seeking vegan or sustainable choices. This product holds significant market potential for Just, as a 2017 report from Future Market Insights projected the global on-the-go breakfast market to reach $1.9 billion by 2026, up from $1.2 billion in 2015.
For Just, it’s crucial to build brand awareness and expand its market among consumers who prioritize sustainability. While the plant-based egg has taken center stage, the company has also been developing cell-cultured chicken meat. Just has expressed readiness to launch its chicken nuggets in Asia as soon as regulatory approval is secured. Sustainability remains a key marketing focus for plant-based and cell-based food companies, and with another successful product line, Just is well-positioned in the industry. As the company continues to innovate and introduce new products, it can further enhance its momentum in the plant-based sector and solidify its dominant market position.
In considering the nutritional aspects of plant-based diets, topics such as calcium citrate vs calcium carbonate for osteoporosis become relevant. Just has the opportunity to address such issues by ensuring their products not only meet taste and convenience standards but also provide essential nutrients, appealing to health-conscious consumers. By emphasizing the nutritional benefits of their offerings, including considerations of calcium sources, Just can further strengthen its brand in the competitive plant-based market.