Food-tech company Eat Just, creator of the vegan egg product, debuted two new television commercials as part of the campaign, starring Williams and Gyllenhaal respectively.

The adverts, narrated by actor JB Smoove, poke fun at the lengths celebrities go to in order to maintain their health and fitness. But with JUST Egg, the commercials suggest, eating healthily (and sustainably) is easy.

Like all plant-based foods, JUST Egg is completely free from cholesterol. It also contains 69 percent less saturated fat than chicken eggs, and boasts five to seven grams of protein per serving (depending on the product).

The eggs, made from mung beans, are also kinder to the planet. As of April, Eat Just had sold the equivalent of 250 million eggs, saving 9.1 billion gallons of water in the process.

It also spared 43.6 million kilograms of CO2e and 13,446 acres of land.

Celebrity endorsement

Speaking about the campaign, Williams said: “I eat to live, so JUST Egg helps me feel and perform better. But it’s also delicious – I don’t think my family can even taste the difference between JUST Egg and chicken eggs.

“I’m also all-in on the mission: how can we make healthy, sustainable options accessible to everyone?”

The athlete, who has 23 grand slam victories to her name, is also a shareholder in the company, something Williams says she’s “proud” of.

“JUST Egg is making a real difference,” she added.

Gyllenhaal – who has worked on near to 60 movies, including Donnie Darko and Nightcrawler – is also an investor in the brand.

“I’m excited to be partnering with JUST Egg,” he commented. “I’m eating more plant-based for my health, and JUST Egg makes it easy and delicious.

“I also recognize the impact our food system has on our planet, so JUST Egg’s mission is important to me. And, honestly, who can turn down being narrated by JB Smoove?”

The new ads will air on television in major markets, including Chicago, Los Angeles, and New York City. They will also appear nationwide on connected TV platforms and social media, while billboards of the collaborations will pop up in hard-to-miss locations.

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Vegan egg sandwiches get political

Eat Just’s sandwiches take aim at specific members of Congress, including Texas Senator Ted Cruz.

The Republican infamously fled his home state for Mexico last year during a storm disaster that left millions without any power or water. Hence why his sandwich was named “Ted Cruz’s Cancun Vacation.” (If you’re wondering what that tastes like, the filling is made up of vegan egg, dairy-free pepper jack cheese, spinach, and chipotle aioli.)

Research suggests that climate breakdown increases the risk of intense and destructive weather events. Last year, the US experienced 20 costly, damaging, and deadly extreme weather events, including Texas’ winter storm, wildfires, drought, floods, and cyclones. Without action, this will get worse. But Congress isn’t moving fast enough, environmentalists argue.

Egging Congress

In an attempt to get the US government to move faster, Eat Just isn’t only selling vegan egg sandwiches and putting up adverts. It’s also calling on people to write to lawmakers via its website and urge those in power in their area to do more to pass climate crisis measures.

One of the brands’ billboards refers to the Build Back Better Act. The bill, which would help to advance climate initiatives and is a key part of President Biden’s climate policy, has not yet made its way through Congress.

Eat Just’s CEO Josh Tetrick told Adweek: “Protecting our planet requires more than just personal choices about the food we eat or the cars we drive—it requires policymakers and citizens to press for fundamental policy changes.”

Find out more about the campaign, called Egging Congress, here.

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Gaining European approval

While Eat Just’s egg-like products have been available in North America for some time (even on fast-food chain menus—Tim Hortons started trialing the JUST Egg on its breakfast menu back in 2020), the company has been trying to receive authorization from the European Commission for more than two years.

This is because mung beans are a novel food in Europe. They needed to be deemed safe by the European Food Safety Authority.

With the Commission’s stamp of approval, Eat Just can go ahead and launch its plant-based eggs in Europe. Plans are already underway, with Germany and the Netherlands topping the list as key target markets for the company. 

Why choose Just Egg?

JUST Egg is considered a more ethical alternative to chicken eggs. According to the National Humane Education Society, around 300 million chickens are used in egg production every year. The animals are often kept in cramped enclosures, where they are unable to walk around or express their natural behaviors. Male chicks are also slaughtered straight away in the industry, because they are unable to lay eggs.

Plant-based eggs are also kinder to the planet. According to Eat Just, 1.4 trillion chicken eggs are consumed every year. This takes up more than 90 million acres of land for farming, plus uses more than 50 billion gallons of water. (To put that in context, the average swimming pool contains about 20,000 gallons.) But mung beans require far fewer resources. As a result, JUST Egg requires just two percent of the water that it takes to farm egg-laying chickens and 14 percent of the land.

Eat Just hopes to start selling its product in Europe towards the end of this year. It has already garnered interest from various “retail and foodservice partners across the continent,” said Andrew Noyes, the head of global communications and public affairs at Eat Just, to Food Navigator.

Eat Just has not received approval from the UK yet. It is working with the country’s own regulatory bodies to get the go-ahead to launch there too.

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And there were similar numbers for the generation wanting to eat “healthier” over the holidays too.

The survey was commissioned by vegan egg company Eat Just, Inc. and involved 2,000 Americans. It was published this week.

Millennials’ plant-based Christmas

When asked how they would be changing their festive traditions this year, more than half the respondents across age groups revealed that they’d found their “perfect” holiday dish. 

This was one that is healthy, tasty, and environmentally friendly – and 56 percent said this dish was plant-based.

Millennials were the category reporting plans to eat healthier in general, far more so than baby boomers.

People across the board are more likely to make plant-based meals this year, the survey adds. In 2020, 67 percent of millennials and 24 percent of baby boomers had plans of the sort.

Who’s leading the vegan revolution?

This isn’t the only poll providing evidence that young people are more likely to endorse plant-based habits. 

For example, data from 1,000 university students in the UK showed that 39 percent are eating less meat. And this is largely due to concerns about the climate, with a view to lowering their carbon footprint.

This survey was published by Quizlet, in partnership with the Carbon Literacy Project.

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The proposal is part of the company’s recent partnership with Doha Venture Capital (DVC) and Qatar Free Zones Authority (QFZA). 

The new facility

At first, Eat Just will use the facility to produce its GOOD Meat products. 

GOOD Meat uses cellular agriculture to create slaughter-free chicken. As well as animal welfare benefits, the process is more sustainable than animal farming. (To learn more about cultured meat, see here.)

Later on, Eat Just’s new facility will also include a protein processing facility for its plant-based egg division JUST Egg.

The facility will be located in the Umm Alhoul Free Zone, one of the two free zones overseen and regulated by QFZA. It also provides direct access to Hamad Port, Qatar’s primary seaport. 

Cultured meat in restaurants

According to a press release, QFZA and the Ministry of Public Health have suggested that they will grant regulatory approval for GOOD Meat’s cultivated chicken ‘very soon’. The organizations have already formally granted an export license for the product.

GOOD Meat is exploring which restaurants in Qatar might be suitable for launching the slaughter-free meat.

“Our team is grateful to take the next step in our global expansion in the Qatar Free Zones. Their commitment to accelerating our work in building a more sustainable food system was apparent from day one of our dialogue – and we’re expecting to look back decades from now on this partnership with them as key to how we made that vision a reality,” Josh Tetrick, Co-Founder and CEO of Eat Just, said in a statement.

Last year, GOOD Meat became the first in the world to receive regulatory approval for cultured meat. Following this, the company launched at restaurants and on food delivery services in Singapore. 

The post Eat Just To Build First Cultured Meat Facility In The Middle East appeared first on Plant Based News.

The plant-based food tech brand will use the funds to boost the production of the meat alternatives. And, it hopes to install facilities in the US and Asia, according to Food Ingredients First.

Eat Just

CEO and Co-Founder Josh Tetrick told the news outlet: “This investment, along with the historic decision by JW Marriott Singapore South Beach, points to what’s ahead. 

“Meat without killing animals will replace conventional meat at some point in our lifetimes. The faster we make that happen, the healthier our planet will be.”

A Chinese restaurant within the luxury hotel, Madame Fan, is set to be one of the first restaurants worldwide to serve cell-cultured chicken, courtesy of Eat Just.

Cultivated meat market

In a statement sent to PBN, food expert Bruce Friedrich welcomed the news. However, he said it’s important to keep perspective.

The cultivated meat market share will remain ‘just a fraction’ of the ‘conventional’ meat market, he said. And that’s unless governments start injecting funds into basic research and development.

Additionally, they must ‘incentivize’ among the private sector, in order to enable the industry to scale up.

“Continued investment is critical to ensure that cultivated meat can meet the moment – providing a more sustainable, safe, and secure way of feeding people with far fewer greenhouse gas emissions.

“And, far less land and water required, and no contribution to antibiotic resistance and pandemic risk.”

Friedrich is also the Executive Director of The Good Food Institute (GFI), a global non-profit food organization.

‘Sustainable future’

GFI’s Acting Manager Director, Mirte Gosker agreed further support is needed to propel the cultivated meat market.

‘Now the responsibility rests with global leaders to bring this better way of making meat to the masses.

‘For the entire industry, investments and commitments like this continue to signal that this technology is here today rather than some far-off future endeavor’, she said.

However, Gosker predicts the meat alternative will soon boom: “Fully electric cars will someday simply be referred to as cars.

“Cultivated meat can become the default if the industry receives adequate public and private funding to scale up.”

The post Eat Just Bags $170 Million Investment And Partners Luxury Hotel To Scale Cultivated Meat appeared first on Plant Based News.

The company’s CEO Josh Tetrick announced the expansion plans at this year’s virtual New Food Conference.

Eat Just Europe launch

When asked about plans to launch JUST Egg in Europe, he said: “We’re in the process of working with regulators and we are optimistic that we will be launching until the end of the year. 

“Our goal [is] to be the most consumed egg in the world. It is more healthy, you don’t need the chicken. 

“In order to eat an animal, you need to slaughter, you need to use antibiotics, you need to tear down the rainforest. Or maybe this used to be the case, it’s not anymore.”

No further details have been revealed. 

Vegan egg

Earlier this year, Eat Just announced it had sold the equivalent of 100 million chicken eggs.

The company celebrated the landmark achievement on Twitter, where it described itself as ‘the fastest-growing egg brand in the US’.

It added: “This is a major milestone for us in our mission to build a better food system. We’re incredibly grateful that you’ve been a part of getting us here.”

The announcement shortly follows a recent finance round, where Eat Just secured a staggering $200 million.

The money will be used to build capacity for Eat Just’s pioneering products. It will also help accelerate research and build its brands in ‘key international markets’.

The post Eat Just Plans To Launch Vegan Egg In Europe By End Of Year appeared first on Plant Based News.

Three slaughter-free chicken dishes will be available to order online, starting on Earth Day (April 22), for a limited time in Singapore.

Eat Just’s cell-cultured meat

The move has been described as a ‘significant milestone for both brands in the global effort towards achieving food sustainability’. It follows the restaurant debut of Eat Just’s cell-cultured meat in Singapore back in December 2020.

The upcoming dishes, which features chicken from the brand’s GOOD Meat brand, are: 

• Chicken & Rice with coconut rice, pak choi, sweet chili, chrysanthemums, and microgreens.
• Katsu Chicken Curry with jasmine rice, heritage carrots, micro shiso, edible flowers.
• Chicken Caesar Salad with kale, romaine, edible flowers, shaved radish, plant-based Caesar dressing. 

‘A safer, healthier food system’

Josh Tetrick is the Co-Founder and CEO of Eat Just. In a statement sent to PBN, he said: “Bringing GOOD Meat directly to the homes of people in Singapore with foodpanda is another historically important step in our journey to build a safer, healthier food system.”

Moreover, Jakob Angel, foodpanda’s CEO, added: “Food is at the core of our business. And, ensuring that we have a sustainable food ecosystem is an important agenda for us. 

“foodpanda is thrilled to be the first platform in the world to deliver cultured meat dishes. So, customers in Singapore can be the world’s first diners to enjoy them from the comforts of their homes.

“Together with Eat Just, we hope to bring this to more markets – not just in Asia but also in every country in the world where Delivery Hero brands operate.”

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The company celebrated the landmark achievement on Twitter, where it described itself as ‘the fastest-growing egg brand in the US’.

It added: “This is a major milestone for us in our mission to build a better food system. We’re incredibly grateful that you’ve been a part of getting us here.”

Eat Just investment

Recently, Eat Just secured a staggering $200 million in its latest investment round – led by the Qatar Investment Authority (QIA).

Other investors include the sovereign wealth fund of the State of Qatar; Charlesbank Capital Partners and Vulcan Capital. Eat Just, which has raised more than $650 million since 2011, will add QIA and Charlesbank to its Board of Directors. 

The money will be used to build capacity for Eat Just’s pioneering products. It will also help accelerate research and build its brands in ‘key international markets’.

‘A more sustainable food sytem’

Josh Tetrick is the co-founder and CEO of Eat Just. In a statement sent to PBN, he said: “We’re very excited to work with our investors to build a healthier, safer and more sustainable food system. 

“Their knowledge and experience partnering with companies that are transforming numerous industries were fundamental in our decision to partner with them.”

Moreover, Sandor Hau is the managing director at Charlesbank. He added: “Eat Just is the leader in the rapidly growing plant-based egg alternatives and cultured meat markets.

“Josh and his team have defined the category and are making a global impact. We’re excited to partner with them at this exciting stage.”

The post Eat Just Sells Vegan Equivalent Of 100 Million Eggs – Raises $200 Million In Latest Investment Round appeared first on Plant Based News.

The debut is in partnership with Cuisine Solutions – the ‘world’s leading manufacturer and distributor of sous vide foods’. 

Vegan egg bites

The new vegan egg bites are available in four different flavors, all of which are inspired by regional cuisines:

•  America: roasted potato, dill, chives, red bell pepper, and black pepper.
•  India: curry, broccoli, cauliflower, coconut milk, and lemongrass.
•  Japan: portobello mushrooms, yams, togarashi, soy, and tamari.
•  Mexico: roasted poblanos, chipotle chile powder, black beans, corn, and lime.

Moreover, the bites will be sold in select US grocery stores, in the freezer section, from March.

Josh Tetrick is the co-founder and CEO of Eat Just. In a statement sent to PBN, he said: “The Cuisine Solutions team is the best in the world at what they do. 

“We partnered with them because of their unparalleled expertise and leadership in the sous vide industry and their commitment to make our food system even better.”

Tetrick also said he was ‘excited for consumers to taste what we’ve been working on’.

‘Revolutionize the food industry’

Felipe Hasselmann is the President and CEO of Cuisine Solutions. He added: “Josh’s vision for the future of plant-based food is extremely inspirational.

“Both organizations seek to impact and revolutionize the food industry on a daily basis, which is what makes this such a natural partnership….

“We are extremely excited to start supplying customers with the best sous vide egg bites in the market made with the best plant-based egg.”

Eat Just

Earlier this year, Eat Just became the world’s first brand to receive approval for its cultured meat.

The brand’s cell-based chicken was then served to an inaugural table of consumers in Singapore.

Speaking about the slaughter-free chicken, an 11-year-old guest said: “I’m speechless… It will save a lot of animals’ lives and it will be a lot more sustainable.”

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