JUST Egg Partners with 7-Eleven Canada on
First Plant-Based Breakfast Sandwich

Sandwich
Launch shows Canadian consumers’ growing excitement about plant-based eggs
1/10/2023

As the new year begins, an exciting addition to 7-Eleven Canada’s “Healthy To Go” menu is rolling out to stores across the country, making plant-based eating even more convenient for people on the go. On Monday, January 9, the premier name in the convenience retailing industry debuted its first-ever plant-based breakfast item at 550 locations in British Columbia, Alberta, Saskatchewan, Manitoba, and Ontario. The Plant-Based Breakfast Sandwich features JUST Egg™ Folded, Impossible® Sausage Made From Plants, and Violife® Cheddar Style Slice on an English muffin.

Perfect for busy mornings or breakfast anytime, the Plant-Based Breakfast Sandwich can be picked up in-store 24/7, or delivered from 7now.com until February 28. Each sandwich is freshly prepared in local kitchens and delivered daily to 7-Eleven stores.

The sandwich joins other healthier options on 7-Eleven’s “Healthy To Go” menu, which offers a variety of organic, plant-based, gluten-free, protein-rich, or dairy-free products to keep customers fueled throughout the day. Nearly half of Canadians recently told market research firm Mintel that they planned to eat more plant-based and a quarter already identify as flexitarians.1 With options like the Plant-Based Breakfast Sandwich at convenient locations that are already part of many people’s daily routines, 7-Eleven is helping to meet a real demand for plant-based foods from Canadian consumers.

This 550-store launch represents JUST Egg’s largest foodservice launch in Canada to date and gives JUST Egg nearly 3,000 points of foodservice distribution throughout North America. Since launching in Canada in 2021, JUST Egg has fulfilled Canadians’ demand for plant-based eggs, surpassing sales velocities for comparable U.S. retail launches and becoming a successful menu staple at nearly 900 foodservice locations such as Copper Branch, JJ Bean and Evviva.

”As we start a new year, we are proud to partner with 7-Eleven Canada to satisfy consumers’ growing appetite for delicious and convenient plant-based foods. Canada has always been one of the most requested markets for JUST Egg and this launch represents our largest foodservice partnership in the country to date. Already popular in retail stores nationwide, with a growing presence at restaurants, coffee shops and other foodservice destinations, JUST Egg, which is proudly manufactured in Canada, is making it easier than ever for people to try and maintain a plant-based diet,” said Matt Riley, Chief Revenue Officer at Eat Just, Inc.

1. Plant-Based Food & Drink – Canada, Mintel, May 2019