JUST Egg is rolling out a new line of plant-based breakfast burritos, available initially in select states before a broader US release scheduled for July 2024. The company announced that these burritos aim to redefine expectations for frozen breakfast convenience, calling them “frozen burritos that don’t suck.”
The new breakfast items are hand-wrapped and hand-filled with 100% plant-based ingredients and fluffy JUST Egg. Each burrito contains over 10 grams of plant-based protein and is free from cholesterol, soy, and artificial flavors. The lineup includes two flavors: a spicy Southwest variant with rice, beans, poblano peppers, and chipotle sauce and a Skillet option with roasted potatoes, broccoli, mushrooms, and dill.
Meeting the demand for convenience
According to a report from Supermarket News, convenience is one of the biggest drivers of consumer purchases of prepared foods, with 49% of consumers stating that grab-and-go options appeal to them. Addressing this demand, the JUST Egg breakfast burritos are designed for quick preparation, requiring less than three minutes to cook and serve.
Expansion in the grab-and-go market
JUST Egg has been expanding its offerings in the food-to-go market. Last year, the company partnered with 7-Eleven Canada and Barnes & Noble for plant-based breakfast sandwiches. JUST Egg also collaborated with UNLIMEAT in South Korea on a Kimbap delivery service called Rollicious and most recently secured a partnership with Peet’s Coffee, which is using JUST Egg in its plant-based breakfast sandwiches.
Starting this week, the JUST Egg Breakfast Burritos will be available in the frozen aisles of GIANT stores across Pennsylvania, Delaware, Maryland, Virginia, and West Virginia. A nationwide expansion to Whole Foods Market is slated for July 2024.
