JUST foods (formerly Hampton Creek) is set to launch its highly-anticipated Just Egg product in eateries and retailers across the States.
The product - a vegan alternative to scrambled egg - is based on a mung bean protein isolate, described by the brand as 'an egg substitute that contains the same amount of protein as a chicken egg, with zero cholesterol'. JUST says its product takes 77 percent less water to produce than traditional egg - and emits 40 percent fewer greenhouse gases.
It is currently available in Flore restaurant in San Francisco and Equinox Restaurant in Washington DC. It is also available at vegan-friendly supermarket and deli chain Green Common in Hong Kong.
Now the company has partnered with plant-based, fast food outlet Veggie Grill to launch the product in-store as part of a breakfast burrito, featuring vegan chorizo, black beans, salsa and dairy-free cheese home fries, available on July 12.
According to Veggie Grill CEO Steve Heeley: "As a company offering innovative, plant-based cuisine, we constantly seek partnerships with like-minded brands that are bringing craveable plant-based products to market.
"We want our guests to feel good about what they are eating, and we are proud to align with JUST, who is also committed to making healthier and sustainable products that better our food system."
The product looks extremely similar to traditional egg. Subscribe to PBN's YouTube Channel here
In addition, the company is gearing up to manufacture the product for retail, with JUST Co-Founder and CEO Josh Tetrick tweeting: "Retail production begins," earlier this month.
According to JUST, the product has been approved for sale in Wegmans, alongside other retailers including Nugget Markets, Fresh Thyme, New Seasons Market, Giant, and Gelsons. There is no information about launch dates or which branches the product will be available in yet.
JUST has launched a campaign on its website to help consumers get the product into their favorite store. According to the company: "Ask your favorite retailers and restaurants to offer Just Egg. You can call, email, or print out a ticket to ask politely in person. Whichever you choose, provide proof of reaching out to at least three and you’ll receive a coupon for one of the first-ever bottles of Just Egg."
Both said they were hopeful the product would be the closest alternative to scrambled eggs yet.
After careful sampling and deliberation, Okamoto sais: "I think it's really good. I think the texture is good, I used to eat eggs like they were going out of style...it tastes very familiar."
Cehn added: "It looks exactly like eggs. That is crazy - and the color - the color is spot on. I'm so in awe of this."
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.Reuse this content
Maria is the Editor of Plant Based News. A former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers. She was previously the editor of 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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