JUST Egg to enter Canadian Whole Foods and Walmart stores this fall

By Mary Ellen Shoup contact

- Last updated on GMT

Photo: Eat JUST Inc.
Photo: Eat JUST Inc.

Related tags: JUST Egg, plant-based protein, Canada

Eat JUST Inc. will launch its folded plant-based egg products at Whole Foods Market and select Walmart stores in Canada, where demand and investment in plant-based food is skyrocketing, says CEO and co-founder Josh Tetrick.

The products, which will be marketed as ‘JUST Plant Egg’, will hit the frozen aisle at Whole Foods stores in Toronto, Vancouver, Victoria and Ottawa, and at more than 100 Walmart stores across Canada.

In the US, sales of the toaster-ready product​ have surged since April, where it is now the #1 frozen breakfast entrée by velocity in the natural channel, according to SPINS data (last four weeks ending 6/14/20). At a top-five US supermarket, velocity has more than tripled, with JUST Egg’s folded egg reaching the #1 spot in frozen breakfast, surpassing frozen waffles, SPINS data for the week ending 7/12/20 showed.

The company is also working with regulators to bring JUST Egg’s original pourable plant-based egg product to Canadian consumers as soon as possible.

“We’re working hard to make our products available in as many places as possible and launching in Canada, where demand for plant-based proteins is strong and growing, brings us one step closer to that goal,”​ said Tetrick.

More than 10.2 million Canadians are reducing or eliminating meat consumption, up from 6.4 million in 2018, according to Dalhousie University’s Agri-Food Analytics Lab​’s year-end study.

The study also found that 31% of Canadians are actively trying to incorporate more plant-based food and beverages in 2020, and 24% planned to visit the freezer aisle.

At a national level, Canadian Prime Minister Justin Trudeau announced a government investment of $100m​ (over ten years) into the country's plant-based protein market, which is expected to grow 14% annually by 2024, and will account for up to a third of Canada's entire protein market, according to the National Research Council Canada.

"With plant-based diets on the rise in Canada and the government's own recent announcement of major investments in the plant-protein field, we believe there's no better time to enter the Canadian market,​" said the company. 

JUSTEgg_canada

The key ingredient of JUST Egg products is protein from the mung bean, a legume that has been cultivated for thousands of years and is consumed all over the world. The product is NON-GMO Project verified, free of cholesterol and has 7g protein per serving. Its ingredients use 98% less water, have a 93% smaller carbon footprint and use 86% less land than conventional animal sources, according to Eat Just Inc. 

Related news

Related products

show more

The Heart of Plant-Based Meats

The Heart of Plant-Based Meats

Applied Food Sciences | 24-Feb-2021 | Technical / White Paper

No disrespect to the original veggie burgers, but consumers may never settle for dry, spongy patties again... not after trying an Impossible Burger. The...

How to Pick an Inventory Management Solution

How to Pick an Inventory Management Solution

Oracle NetSuite | 10-Feb-2021 | Technical / White Paper

With the right inventory management solution in place, businesses can flex and adapt quickly regardless of market conditions, challenges or changing business...

Analysis: Localizing Your Supply Chain

Analysis: Localizing Your Supply Chain

Oracle NetSuite | 14-Jan-2021 | Technical / White Paper

The COVID-19 crisis has exposed the lack of visibility many organizations had into their offshore suppliers and manufacturers, leading to a call for greater...

Maximize supply chain visibility with Muddy Boots

Maximize supply chain visibility with Muddy Boots

TELUS Agriculture | 15-Dec-2020 | Product Brochure

Muddy Boots’ Greenlight Supplier Management helps food manufacturers, processors and retailers boost product quality, reduce waste and delight customers.

Related suppliers

Follow us

Products

View more

Webinars