SAN FRANCISCO — Plant-based protein is hitting the egg aisle. Just, an animal-free food technology company, announced it is bringing its vegan egg alternative to 2,100 Kroger-owned stores across the United States, including Kroger, Ralphs and Fred Meyer.
Just Egg is made from mung bean protein, which tastes and scrambles similar to a conventional egg. The company, formerly known as Hampton Creek, said it has sold the equivalent of 10 million eggs since launching last year. It has captured 40% of the refrigerated liquid egg market and become the top selling refrigerated liquid egg in the natural channel, according to data from Spins.
Earlier this month, the company landed a deal with Restaurant Brands International to test the product at select Tim Hortons locations in Canada.
Just has been on a mission to push the plant-based movement beyond meat and dairy. While demand for plant-based eggs hasn’t been as strong as other categories, it’s growing faster than most. Last year, sales of plant-based eggs grew 38%, faster than the growth in plant-based milk, meat and cheese combined, according to the Plant-Based Foods Association.
This doesn’t necessarily correspond to an increase in veganism, however. Just said 77% of customers who purchase Just Egg are meat eaters, compared to 21% who do not eat animal products.
“We believe a just food system starts with breakfast, and our partnership with the Kroger family of stores, the largest grocery store chain in the United States, makes Just Egg accessible to countless consumers in communities around the country,” said Josh Tetrick, co-founder and chief executive officer at Just. “This milestone is a major step toward building a smarter, healthier and more sustainable way of eating.”