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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Wicked Kitchen joins forces with vegan pizza company

For Halloween this year, Wicked Kitchen and One Planet Pizza have teamed up to launch a ‘spooktacular’ vegan pizza. Derek Sarno’s vegan brand, which recently launched in the US, partnered with the pizza company to debut the Pulled Mushroom offering.

The limited-edition launch features One Planet’s tomato sauce recipe, with BBQ pulled oyster mushrooms, black olives, and Violife melted vegan cheeze. It’s also home to spicy sriracha mayo with an olive oil-infused base.

One Planet Pizza founder Joe Hill said in a statement: “It’s been a plant-based dream come true to collaborate with Derek Sarno, whose innovative creations have proved that eating plants can be even more exciting and tasty than meat and dairy products. 

“Our Wicked-Planet Pizza is the first pizza in retail to feature a cheeze shaped ghost. And, we know vegans, vegetarians and meat-eaters alike will be delighted with the epic flavors in every slice.”

You can find the pizza via One Planet Pizza at £3.99.

Vegan tuna sandwiches land in German Aldi stores

Aldi customers in Germany are set to taste some top vegan seafood alternatives. This month, over 4,000 outlets are offering the fishless sandwiches made with start-up BettaF!sh’s tuna analogs, TU-NAH. 

The product was made to help provide a solution to the environmental impact of industrial fishing, as well as providing a healthier option to fish.

Moreover, they come in three flavors: Classic, Sweet Corn + Pepper, and Sweet Chilli, Green Queen reports.

Eat Just brings Folded vegan egg products to US Costco outlets

JUST Egg, a renowned vegan egg brand, is taking its JUST Egg Folded to all 57 Costco locations in California, US.

A club pack, complete with 18 Folded plant eggs is available for $14.99. And the company describes it as a ‘fluffy folded egg, perfect on top of toast’. Its main ingredient is mung beans, meaning the product is packed with protein.

And, it’s easier to prepare than eggs because they can be cooked straight in the toaster.

Further rollouts are ‘to come’, Eat JUST confirmed.

Vegan marshmallows arrive at Sainsbury’s

Award-winning vegan confectionery brand, Free From Fellows, is launching three flavors of Vegan Mallows at Sainsbury’s stores across the UK.

Additionally, they are free from the top 14 allergens. Each 105g bag, whether it’s Strawberry, Vanilla, or Mini Pink & White Vanilla, is on sale for £1.50.

Bravura Foods, the owner of Free From Fellows, sent a statement to PBN. Co-founder Karl Morris said the launch marks a ‘natural progression’ for the brand and ‘timed perfectly for Halloween…to make sure nobody is left out at those key occasions’.

MOJU expands product range in major supermarkets

Health shots brand, MOJU, has secured new listings in Co-Op, Asda, and Leon stores across the UK following new investment.

The award-winning brand’s range is available in over 600 stores from next month, with Ginger Shots arriving in both Asda and Co-Op, and the Turmeric Shot and Prebiotic Shots coming to over 170 Asda stores. 

It follows the company’s announcement that it raised over £2.5 million, with plans to further expand over 2022.

Another US retail giant welcomes plant-based brand Lightlife

Walmart now stocks plant-based meat brand, Lightlife, which is part of Greenleaf Foods. 

Stores nationwide are offering the Plant-Based Burgers, Breakfast Links, and Breakfast Patties. What’s more, the company claims the launch is a first for Walmart in adorning meatless meat in its breakfast section.

And, the new items join Lightlife’s top-selling Smart Dogs and Tempeh currently available in the grocery chain.

unMEAT drops in US, with plans to reach UK next year

Century Pacific Food INC, a fish and dairy producer based in Asia, has debuted a plant-based range of meat alternatives in the US this week.

It includes a Burger Patty, Hungarian Sausage, as well as vegan Nuggets, Canned Tuna, and Canned Luncheon Meat.

Senior executive Nikki Dizon told PBN: “One of the biggest concerns about plant-based foods is that they are not delicious or as pleasing to the palate as real meat. 

“But our Nutrition Science team took that as a challenge, and completely delivered by coming up with a meat alternative that unbelievably and undeniably looks, feels, and tastes like meat.”

Moreover, the brand has plans to come across the pond by 2022.

New York to step up its coffee game thanks to La Colombe

Coffee shop La Colombe and plant-based beverage brand Pressed are expanding the coffee market with their ‘profee’. 

It’s said to provide the magical taste of our favorite caffeine but in smoothie form: and bursting with vitamins. ‘Profee’ is from a TikTok trend, where users add protein powders to level up their coffee.

The brand has created two new smoothies in Vanilla Protein Cold Brew and Mocha Reishi Cold Brew – and both are sweetened with monk fruit.

They’re available at La Colombe outlets in New York City, US, from October 28. And, from November 2, they’ll arrive in further outlets across the country.

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The world-renowned Taiwanese eatery is adding five plant-based wonton and noodle dishes to all of its 13 US locations.

Din Tai Fung

The new dishes include Vegan Wontons with House Spicy Sauce, Vegan Noodles with Sesame Sauce, Vegan Wonton Soup, Vegan Noodles with House Spicy Sauce, and Vegan Noodle Soup. 

They are made with plant-based JUST Egg and are infused with fresh-squeezed spinach juice to give them a ‘vibrant green hue’. 

Moreover, Albert Yang is the VP of Din Tai Fung. In a statement sent to PBN, he said: “We’ve received an incredible amount of feedback asking for more vegan options.

“We have been working hard to ensure these new offerings are up to the quality standards our guests expect.”

Michelin-star restaurants

Din Tai Fung isn’t the only Michelin-star restaurant embracing the plant-based movement. 

Earlier this month, iconic New York eatery Eleven Madison Park (EMP) announced it is ditching meat and seafood.

EMP temporarily shut due to COVID-19. However, it will reopen on June 10 with a fully plant-based food menu*. 

“It’s time to redefine luxury as an experience that serves a higher purpose and maintains a genuine connection to the community,” wrote chef Daniel Humm.

“A restaurant experience is about more than what’s on the plate. We’re thrilled to share the incredible possibilities of plant-based cuisine while deepening our connection to our homes: both our city and our planet.”

*EMP says it will continue offering guests cow’s milk and honey for coffee and tea

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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’.

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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.”

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The top-selling product, labeled as JUST Plant Egg in Canada, will debut at select locations of retailers such as Sobeys, Safeway, and Walmart.

It will also be available from all Whole Foods Market Canada stores and several independent grocers. JUST Egg is sold as a four-pack in the frozen aisle for the suggested retail price of $7.99 CAD.

‘Embracing plant-based proteins’

Josh Tetrick is the co-founder and CEO of Eat JUST. In a statement sent to PBN, he said: “Canadians have been asking us to bring JUST Egg north of the border since the day it launched in the US.

“We hope customers agree it was worth the wait. With millions of Canadians embracing plant-based proteins for healthier, more sustainable diets, there’s no better time to launch our folded product here. 

“And as an added bonus, it’s made locally in Canada.”

Vegan eggs

Last year, Chinese state-backed food companies sought out safe, animal-free protein options in the wake of COVID-19, according to reports.

Eat JUST says it consequently received inquiries from some of the country’s biggest food producers.

Tetrick told Bloomberg: “Some of the biggest companies, larger food manufacturers, including some that are backed by the state government, are proactively reaching out to me personally, our executive team, our board, and the team in China, about now wanting to partner.

Bloomberg added that Tetrick said ‘authorities are trying to think about how to reduce the risk of future outbreaks by curbing China’s reliance on meat from confined animals’.

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The NYC-based coffee chain has partnered with Eat Just to welcome the new plant-based offering.

The new burrito is loaded with Daiya cheese and crumble Beyond sausage, as well as sauteed onions, red bell peppers, potatoes, and Folded JUST Egg.

It retails at $5.95 but will be available for $2 on January 21 to celebrate its introduction to the menu.

Gregorys says almost half (49 percent) of its hot food sales are delivered from two menu items featuring JUST Egg. 

‘Delicious and one of a kind!’

 “2021 is all about turning the page. 2020 was a lot,” said Founder Greg Zamfotis.

“I thought there was no better way to start this next chapter than with a better-for-you breakfast offering that will knock your socks off.”

Moreover, Zamfotis says the chain’s Vegan Scramble and Vegan Deluxe sandwiches have been its two most popular sandwiches.

“I’m not surprised,” he added. “They are absolutely delicious and one of a kind!”

Vegan egg

Last year, JUST partnered with a global egg giant to bring animal-free products to more US consumers.

It teamed up with Michael Foods, ‘one of the largest processors of value-added eggs in the world’.

Josh Tetric is the co-founder and CEO of JUST. He said: “For over 100 years, the Michael Foods family of businesses have leveraged quality ingredients and cutting-edge processes to offer the finest products and solutions to their customers. 

“This partnership adds an innovative new product to their impressive portfolio.

“Our companies share a great deal in common. We’re fathers and brothers and sisters and mothers, all sharing a belief that the food we eat is one of the most important choices we make. Signing this partnership is one of the proudest moments in our company’s journey to build a better food system.”

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