Alameda, California-headquartered Eat Just, Inc. is rolling out a new plant-based frozen breakfast option under the Just Egg Meals banner. Distributed in resealable bags, Chili Crisp features a medley of colorful vegetables mixed with savory bites of cholesterol-free egg substitute made from mung bean protein isolate and other ingredients, and is promoted as “one of the only fully plant-based breakfast options available at major retailers.”
Priced at $7.99-$8.99 per 12-ounce package (340 grams), the product has been listed at Whole Foods Market stores across the USA in addition to select locations of Albertsons, Fresh Thyme, Raley’s, Shaw’s, ShopRite, Target, Wegmans and many natural food outlets.
This is the company’s latest foray into the frozen aisle, building on the success of Just Egg Folded, which launched in 2020 and grew 24% in dollar sales last year, achieving one of the highest repeat purchase rates in the frozen breakfast meal sector set, according to Nielsen.
The debut flavor, Chili Crisp, features fluffy bites of Just Egg and vegetables including sugar snap peas, roasted red pepper and carrots mixed with a dash of spicy, crunchy sauce from Fly By Jing, creator of the 100% natural Sichuan Chili Crisp sauce made in Chengdu, China.
“Developing innovative and delicious new ways to eat Just Egg is at the core of what our team does every day, and I’m proud of this new product because it gives people a simple and quick way to enjoy a wholesome and flavorful plant-based meal to start the day,” said Chef Nate Park, director of product development. “We were thrilled to partner with Fly By Jing to add a bold, savory spice to the dish, which ties it all together.”
Research shows that 69% of consumers in the United States are looking to make healthy meals more quickly, and Just Egg Meals delivers on both health and convenience. Like other products marketed by the company, the meals are Non-GMO Project Verified. Each serving has nine grams of protein, more than an average chicken egg.
Recent supply issues and price fluctuations of conventional eggs due to inflation and avian flu has given consumers a new reason to try alternative egg products. In January, the brand achieved our highest ever household penetration since launching nearly four years ago. In addition, Just Egg’s unit velocity in retail is higher than it has ever been, and its prices have remained relatively stable.