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New version of JUST Egg, which is more “egg-like” than chicken eggs, comes to whole foods

A brand new, improved model of the vegan JUST Egg, which extra carefully mimics its animal-derived counterpart, might be launched at Complete Meals Market later this 12 months. California-based meals know-how startup Eat Simply spent 4 years creating the revolutionary egg substitute created from mung bean protein, which works equally to hen eggs. In April 2019, the primary model of JUST Egg was launched in retail by way of Sprouts and Complete Meals Market. Final month, JUST Egg expanded its retail presence by 40 p.c to 17,000 stores resembling Kroger, Walmart and Mariano.

“Shoppers who already love the present model of JUST Egg will discover the upcoming formulation cleaner, creamier, and egg-like than many hen eggs,” mentioned Josh Tetrick, CEO of Eat Simply, to VegNews. “The most recent model will fulfill Eat Simply’s dedication to leverage our know-how platform and culinary expertise to proceed innovating when it comes to sensory and performance.”

This new model of JUST Egg is a part of the corporate’s ongoing drive to innovate the product in three key areas: style, texture and value with a purpose to make vegan egg substitutes extra aggressive than hen eggs on each degree. Within the value class, Eat Simply JUST wish to provide Egg at a value that’s beneath the common value of a hen egg – at the moment 8.6 cents per egg. Earlier this 12 months, Eat Simply made progress in direction of its objective by reducing the worth of JUST Egg by 35 p.c. A brand new format of its vegan egg has additionally been launched, the handy folded vegan JUST Egg Omelette, to present shoppers extra alternative.

Up to now, the corporate that just lately opened the primary vegan cooking studio in China has offered the vegan equal of 50 million hen eggs.

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