JUST Egg has launched its newest formulation in the US, which the company claims is its most significant advancement in flavor, texture, and functionality since the product’s introduction in 2019.
This latest version of JUST Egg features a cleaner flavor profile with an enhanced creamy and fluffy texture. The new formulation serves as a neutral base suitable for various dishes such as scrambles, omelets, quiches, and stratas. Additionally, the product’s functionality in baking applications—like breads, cookies, pancakes, muffins, and crepes—has been improved, providing better binding and aeration comparable to that of conventional eggs.
“This is, without a doubt, the best JUST Egg we’ve ever made”
Josh Tetrick, co-founder and CEO of JUST Egg, expressed confidence in the new product, stating, “This is, without a doubt, the best JUST Egg we’ve ever made. Since the day the idea for this product was born, our goal has been to create an egg that tastes better, is better for you, and has the same or better functionality than a conventional egg, and v5 JUST Egg represents a huge step toward that goal. We‘re not done yet, but we’re very excited for people to taste it.”
Professional chefs have also praised the improvements. Emmy-winning TV personality and chef Andrew Zimmern remarked, “Well over a decade ago, I became one of the first people in the world to try the very first version of JUST Egg. This latest iteration is fluffier and lighter, with better egg texture and more eggy flavor – and it performs better than any previous version I’ve tried. I cannot tell the difference between this and a conventional scrambled egg. Absolutely unbelievable.”
“I cannot tell the difference between this and a conventional scrambled egg”
Earlier this year, JUST Egg announced achieving a sales milestone equivalent to half a billion eggs, following a switch from plastic bottles to more sustainable and larger capacity cardboard carton packaging. The company also recently launched frozen JUST Egg breakfast burritos exclusively at GIANT stores, with a broader US release scheduled for July of this year.
Formula improvement
This latest version of JUST Egg is part of ongoing efforts by the company to refine its mung bean-based egg product. Since the plant-based egg’s creation in 2019, JUST Egg has focused on enhancing taste, texture, and functionality. The current formula, the fifth iteration, emerged from attempts to simplify the manufacturing process at its protein processing plant in Appleton, Minnesota. These process changes led to positive results, yielding a streamlined production method and a higher-quality product.
The updated version of JUST Egg is now available nationwide in US retailers, including Whole Foods, Sprouts, Walmart, Target, and Kroger.
