Food-tech brand Eat JUST is launching vegan eggs in more than 1,000 stores across Canada.
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.”
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’.