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The recommended retail price for plant-based JUST Egg has dropped to $4.99 from $7.99.

A representative from the company told Plant Based News that the price drop is a result of increased efficiencies in sourcing, protein processing, and manufacturing.

They added that the new price has been implemented at Whole Foods locations across the U.S, with more retailers to come.

JUST Egg

JUST Egg, which is made from mung beans, was created to ‘to scramble and taste just like eggs’ – but with a lower environmental footprint.

According to JUST, its ingredients use 98 percent less water, 83 percent less land and emit 93 percent less CO2e than conventional animal sources.

Price reduction

The company revealed earlier this year that it was going to drop the price of JUST Egg, in a press release which said: “In an effort to make JUST Egg accessible to millions more consumers in 2020 and beyond, the original JUST Egg will undergo a price reduction in both retail and foodservice channels in Q2 as a result of increased efficiencies in sourcing, protein processing and manufacturing.

“The company’s projections show that in the coming years, JUST Egg is poised to become one of the lowest-cost and most sustainable proteins on the planet.”

Maria Chiorando

Maria is the editor of Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle.