JUST Egg™ Meals Makes Plant-Based Breakfasts Quick and ConvenientConvenient
This spring, JUST Egg™ is introducing its newest product innovation that puts convenience at the forefront of a nourishing, sustainable and chef-quality breakfast that’s ready in minutes. JUST Egg Meals features a delicious medley of colorful vegetables mixed with savory bites of JUST Egg, and is one of the only fully plant-based breakfast options available at major retailers. Simply toss it in a skillet straight from the freezer and this protein-packed, cholesterol-free dish is ready to eat.
JUST Egg Meals will roll out to Whole Foods Market stores nationally this month in addition to select locations of Albertsons, Fresh Thyme, Raley’s, Shaw’s, ShopRite, Target, Wegmans and many natural food stores. More retailers are coming soon. This is JUST Egg's latest foray into the frozen aisle, building on the success of JUST Egg Folded, which launched in 2020. JUST Egg Folded grew 24% in dollar sales last year and has one of the highest repeat purchase rates among consumers in the frozen breakfast meal set.
JUST Egg Meals are delicious on their own, or paired with sides like potatoes, rice, or toast. The resealable bag makes it easy to store and enjoy multiple times. The debut flavor, Chili Crisp, features fluffy bites of JUST Egg and vegetables like sugar snap peas, roasted red pepper, and carrots mixed with a dash of spicy, crunchy sauce from Fly By Jing, creator of the original Sichuan Chili Crisp sauce proudly crafted in Chengdu that has amassed a cult following.
“Developing innovative and delicious new ways to eat JUST Egg is at the core of what our team does every day, and I’m immensely 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 for JUST Egg. “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 are looking to make healthy meals more quickly (source: Mintel), and JUST Egg Meals delivers on both health and convenience. Like other JUST Egg products, Meals is Non-GMO Project Verified. Plus, each serving has 9g 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 JUST Egg. 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 our prices have remained relatively stable.
JUST Egg Meals can be found in the freezer section and will be priced at $7.99-$8.99. For images and additional information, click here.
 Nielsen POS, Total U.S. x AOC, Cal Yr 2022, w/e 12/31/22
 Nielsen Panel, Frozen Breakfast Category, %2+ Time Buyers, Q4 2022