A new plant-based egg product will soon makes its debut nationwide in Kroger, proving that the plant-based trend is about more than just burgers. The product has been around a while. In fact, we first reported on it back in 2018.
Kroger is already stocking the product, called Just Egg, in some of its locations. Over the next few weeks it will be available in approximately 2,100 Kroger-owned stores, including Kroger, Fred Meyer and Ralphs.
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Just Egg is made from mung beans and colored with turmeric. The company – called Just – states on their website that the product is “egg-free, Non-GMO, Cholesterol-free, Dairy-free, 5g of protein/serving.”1 When you cook it in a skillet, it resembles a pale yellow scrambled egg. The vegan egg has impressed even hardcore food critics.
Josh Tetrick is co-founder and CEO of Just. He called the partnership with Kroger “a big deal.”1 He wants people to see Just Egg not just as an egg alternative, but also as a healthy source of protein. Right now, a 12 ounce bottle is $7.99, which is more expensive than an equal amount of egg. But Tetrick hopes that over time it will be the cheapest protein on the market. He added:
“Our goal is to get below five cents per what we call ‘egg equivalent’ in the next handful of years. And be more cost effective than beef or pork or chicken.”1
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The move by Kroger is a sign that plant-based alternatives to animal products are hitting the mainstream. It is not just vegans who are turning to meat substitutes to eat healthier and reduce their impact on the planet.
This way of eating, called flexitarian, focuses on healthy plant proteins and other whole, minimally processed plant-based foods. But the diet also encourages meat and animal products in moderation. Today, flexitarians are buying products like Just Egg, along with dairy and meat.
According to Plant Based Foods Association and the Good Food Institute (a nonprofit that supports plant-based businesses) US retail sales of plant-based foods have grown 11 percent in the past year. Many experts think that it is going to explode over the next several years. CNN wrote:
Barclays predicts the alternative meat sector could reach about $140 billion over the next decade, capturing about 10% of the global meat industry.1
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Just, which used to be called Hampton Creek, says it has sold more than 10 million egg equivalents. A few dining establishments offer Just Egg, and last year, it launched in retail for the first time. Currently, Just Egg is available at more than 500 restaurants and over 3,000 stores (not including Kroger).
The company faced a few setbacks early on when it was briefly under investigation by the government after a 2016 story in Bloomberg alleged it artificially inflated demand for its mayo (called Just Mayo) with fake shoppers. Andrew Noyes, head of global communications for Just, told CNN Business that there were no fake shoppers, adding:
“In the very early days of the company, we employed ambassadors to conduct sampling at stores, which is a common practice in the industry.”1
According to Noyes, the company commissioned an audit that disputed the claims, and government agencies found no wrongdoing.
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The company also faced a lawsuit from Unilever, the maker of Hellman’s mayonnaise. The claim argued that Just Mayo did not meet the legal definition of mayonnaise since it is not made with eggs. Ultimately, Unilever dropped the suit and now sells its own version of egg-free mayo.
In addition to Just Egg, the company sells plant-based dressings, mayo and cookie dough. Just also has future plans to sell cultured meat.
Unfortunately, none of the ingredients in Just Egg are organic, and many raise concerns, such as canola oil (which we all should know by now is NOT good), and soy. And chances are the mung beans come from China, which is known for polluted ingredients and lack of quality control.
Here is the full list of ingredients (from the company’s website): Water, Mung Bean Protein Isolate, Expeller-Pressed Canola Oil, Contains less than 2% of Dehydrated Onion, Gellan Gum, Natural Carrot Extractives (color), Natural Flavors, Natural Turmeric Extractives (color), Potassium Citrate, Salt, Soy Lecithin, Sugar, Tapioca Syrup, Tetrasodium Pyrophosphate, Transglutaminase, Nisin (preservative). (Contains soy.)
What are your thoughts? Would you eat Just Egg?
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