Vegan JUST Egg is set to launch in China in 2019, Plant Based News can reveal.
The product, which is made from mung beans, was created to 'to scramble and taste just like eggs', but with a lower environmental footprint.
JUST Egg will begin rolling out in the first half of 2019 via e-commerce, retail, and foodservice, through supermarket and food delivery service Hema and e-commerce platform Tmall.com, online marketplace JD.com, high-end specialty retailer Citysuper, and healthy restaurant chain Hunter Gatherer.
"China is uniquely positioned to benefit from JUST Egg and related plant-based products," a JUST spokesperson told Plant Based News.
"China (which is home to roughly 20 percent of the world's population) produces about 435 billion eggs per year, requiring 1.2 billion hens. Demand for animal protein is increasing and urbanization, population growth, and higher incomes accelerate that demand.
"Yet available arable land is quickly diminishing. We believe JUST Egg can help address issues of food scarcity, security and overall diversification of the protein products people consume. "