Vegan JUST Egg Launches In Mainland China

The product is being offered by e-commerce, retail, and foodservice outlets in China, including Hema, Tmall.com, Hunter Gatherer, and FreshFresh.com among others
Vegan JUST Egg
The product has launched in China (Photo: JUST)

Vegan JUST Egg has launched in mainland China.

The product, which is made from mung beans, was created to 'to scramble and taste just like eggs' - but with a lower environmental footprint.

It is available from some eateries and retailers in the US and Hong Kong. Now it is also being offered by e-commerce, retail, and foodservice outlets in China, including Hema, Tmall.com, Hunter Gatherer, and FreshFresh.com among others.

'Food security'

"It's hard to express in words how palpable the energy and enthusiasm for what we're doing is in China and we're proud to work with companies that are household names in Shanghai, Beijing and across the country to bring JUST Egg to Chinese consumers," JUST CEO, Josh Tetrick, said in a statement sent to Plant Based News.

"This is about food security, the thousand-year-old tradition of eating mung bean re-imagined and the pure joy of trying something that is delicious, healthy and new."

"The health and safety attributes of JUST Egg are well aligned with modern Chinese consumption trends. This product has the potential to bring a food revolution toChina very soon," added JUST China General Manager Cyrus Pan.

Vegan JUST Egg
The product was designed to scramble like chicken eggs

Vegan JUST Egg in Europe

Last Summer, JUST announced it had struck a deal to bring the product to Europe, via a partnership with distributor Eurovo Group.

"When we started our journey, I imagined a day when JUST would form alliances with some of the biggest food companies in the world to expand their existing toolkits to bring new opportunities to retailers, restaurants and consumers from Birmingham, Alabama to Barcelona," announced company Founder Josh Tetrick.

"All along, I've said that we alone can't fulfill our mission of helping everyone eat well. We need partners to work with us to achieve our goal of building a just food system. That’s why I’m proud to share the news that JUST has entered into an agreement in principle with the Italian headquartered Eurovo Group."

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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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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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