Food Tech Startup JUST Debuts New Vegan Cookie Dough

There will be a range of flavors and formats
The new cookie dough products (Photo: JUST)

San Francisco food tech startup JUST (formerly Hampton Creek) is adding a new flavor and formats to its vegan-friendly cookie dough this Summer.

The company - led by maverick CEO Josh Tetrick - is known for its plant-based mayo, and Just Scramble (an egg replacer made from mung beans) among other products.

The cookie dough flavors - which are egg-free, dairy-free, non-GMO and contain no artificial flavors or high-fructose corn syrup - include Chocolate Chip, Birthday Cake and the new Chocolate Mint. They are all available to U.S. retailers in 14oz retail jars and 1.6oz single-serve cups as well as to foodservice distributors in 5lb tubs.

'Excited'

According to the brand, its Just Cookie Dough has been a hugely successful product so far, becoming 'the number one seller at a top-three national retailer'.

Chris Jones, Vice President of Product Development at JUST, said: "We couldn’t be more excited to introduce our new line of Just Cookie Dough in a variety of mouth-watering flavors and expanded product formats across retail and foodservice.

"Just Cookie Dough is more than your average dessert. We've sourced the best ingredients, perfected each flavor, and developed a safe way for consumers of all ages to indulge with every bite that will keep them coming back for more."

  

PBN interviews JUST CEO Josh Tetrick. Subscribe to PBN's YouTube Channel here

Innovation

Cookie Dough is just one of the lines the brand is working on: it is also currently developing a clean meat product to bring to market.

Clean Meat is built using animal cells. Foetal blood plasma harvested from unborn calves is often used - though some brands including JUST say they have developed technology to avoid this. It is not vegan - but a number of vegans support it as it has potential to greatly reduce the number of animals slaughtered for food.

In a recent interview with Plant Based News, Tetrick spoke about the product, admitting he does not yet know what clean meat product will be available first, whether it will be beef or chicken.

He said: "It's still unclear - we're still working through it. It will depend on the quality of the product and what the economics end up being."

When asked where the product will be available, he answered: "Probably restaurants."

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PBN Contributor:

Maria is the head of written content for Plant Based News. Also a former magazine editor, newspaper reporter, and features writer. Her writing has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.

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Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself. 

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