JUST Egg Introduces Handcrafted Breakfast Burritos Made With Simple Ingredients

Two Distinctive Flavors Launch in May

ALAMEDA, Calif (April 30, 2024) – Today, JUST Egg is launching its latest product innovation, JUST Egg Breakfast Burritos. The goal was to make the best frozen breakfast burrito, plant-based or otherwise. The two flavors clear this high bar and represent a significant upgrade on traditional frozen burritos, with 10g of plant-based protein from fluffy bites of JUST Egg, the inclusion of nutritious vegetables, and chef-crafted seasonings to bring breakfast to life.

JUST Egg Breakfast Burritos will roll out to Whole Foods Market Stores nationwide in July, with other retailers such as GIANT and select natural independent grocers beginning to carry the burritos starting in May, for a total of more than 850 retail locations.

Each burrito is filled and rolled by hand to ensure optimal quality, a departure from traditional methods of making frozen burritos. With no soy, no egg, no added sugar, no artificial flavors, and no GMOs, JUST Egg breakfast burritos are made from simple ingredients to create a complete and delicious plant-based breakfast that’s unlike anything else on the market.

“Our company has roots in the Mission District of San Francisco, one of the best places in America to get a burrito, so our standards were high when we began developing our breakfast burritos,” said Chris Jones, VP of Product Development for JUST Egg. “The final product tastes amazing, has a great mix of real vegetables and plant-based protein that you can see and taste, and doesn’t get soggy or mushy like other frozen vegan breakfast burritos on the market. I'm so proud of our team for creating such a delicious and unique product and can’t wait for people to try it.”

JUST Egg Breakfast Burritos meet a unique need in the marketplace. More than 50% of all U.S. shoppers are “active” or “light” plant-based eaters, and nearly 70% of those consumers report incorporating plant-based foods into their breakfasts1. Moreover, the popularity of the category is undeniable, with more than 50% of people ages 18-34 and more than 60% of people ages 35-49 expressing an interest in purchasing frozen breakfast burritos2. Despite these statistics, many plant-based burritos on the market today are lacking in flavor and texture. With fresh vegetables you can see and recognize and protein from mung bean-based JUST Egg, these burritos are a flavor-forward, handheld morning meal that everyone will look forward to.

The JUST Egg Skillet Breakfast Burrito is filled with fluffy JUST Egg, roasted potato chunks, broccoli florets, sautéed mushrooms and green bell peppers, and is perfectly seasoned with dill, caramelized onions and black pepper. The JUST Egg Southwest Breakfast Burrito pairs our savory plant-based eggs with brown rice, black beans and earthy poblano peppers, topped off with a tongue-tingling chipotle sauce and a sprinkle of cumin, paprika and cayenne to deliver a final kick. Both burritos can be prepared in the microwave, going from freezer to plate in just three minutes.

JUST Egg Breakfast Burritos can be found in the frozen breakfast section of all 198 GIANT Stores beginning next week, and will be priced at $6.99 each. For images and additional information, please visit this link.

1.Acosta Group Shopper Community Survey, June 2023.

2.Suzy, Online Survey, Frozen Breakfast & Shelled Egg Buyers (P6M), N=1011, 7/14/22