JUST Egg™ Eliminates Excuses for Not Going Plant-Based in 2023

This week, JUST Egg™ kicks off a multi-platform digital campaign with a humorous video series starring comedian and actor J.B. Smoove, known for his role on HBO’s “Curb Your Enthusiasm.” The month-long series tees up common excuses for why people don’t eat plant-based foods and refutes them with facts, recipes, nutritional information and more. In the spots, Smoove joins JUST Egg’s customer service team, taking calls and responding to emails from people who need help overcoming various hurdles to plant-based eating. In one vignette, he enthusiastically recommends delicious JUST Egg recipes that a caller should try to overcome their dislike of vegetables. In another, Smoove narrates his typed response to a consumer who claims to love meat and eggs too much to give them up: “You know what else you’re a fan of? Cholesterol! You’re a regular damn caveman!”

The social media blitz also features JUST Egg brand ambassadors like NBA star Chris Paul, Olympic alpine ski racer Lindsey Vonn, ultramarathon runner Scott Jurek and content creators like Alexa Soto of @alexafuelednaturally and Nasim Lahbichi of @lahbco and others. To house all this content, JUST Egg will unveil the "Really Lame Excuses" microsite this week asking consumers “What’s your excuse?” and offering both practical (“I need more protein”) and humorous (“Tofu is weird”) excuses along with honest, fact-based and empathetic responses to help overcome each hurdle.

New and returning JUST Egg menu items at popular foodservice destinations will also increase the accessibility of plant-based foods in early 2023. Caribou Coffee® recently brought back the JUST Egg Roasted Tomato & Pesto Flatbread to nearly 400 coffeehouses nationwide. After its initial launch as a limited-time offering in May 2022, the flatbread outperformed expectations and received rave reviews from guests, who are sure to welcome the news of its permanent placement on menu. This and other planned introductions in 2023 add to the strong momentum JUST Egg has seen over the last 12 months in the foodservice channel, which now includes more than 2,400 locations in the U.S.

With these efforts, JUST Egg aims to take down some of the barriers for consumers to give a healthier, plant-based diet a try as the new year begins. Unfortunately, 48% of Americans don’t make it through January in upholding their New Year’s resolution, according to a new study released by JUST Egg1. While 59% of people plan to make a change to their health or diet in 2023, consumers are especially keen to try eating more plant-based in 2023. Nearly a third (31%) plan to eat less animal protein and more plant-based foods. The top excuses why people don’t fulfill their plant-based pledge? More than 50% said they think it costs too much while others name cooking, taste and versatility as reasons. JUST Egg hopes to reach people who have encountered these types of roadblocks in the past with helpful content that can propel their plant-based journey in 2023 and beyond.

1. New Year’s Resolution Behaviors, JUST Egg & Suzy, N=1007, December 2022