Just announces partnership with Post Holdings’ Michael Foods

19 May 2020 --- Plant-based foods manufacturing company Just and Michael Foods, a subsidiary of Post Holdings and one of the largest processors of value-added eggs in the world, have announced a partnership to bring the Just Egg to millions of consumers in the US. Under the arrangement, Michael Foods will be the exclusive manufacturer, supplier and distributor of Just Egg to foodservice and food ingredient customers who are already familiar with their egg brands such as Papetti’s, Abbotsford Farms and Davidson’s Safest Choice and are in search of a plant-based egg product.

The move closely follows last week’s announcement that Just was entering into a partnership with Emsland Group to expand its protein processing capacity. The collaboration will provide the scale needed to meet increasing worldwide demand for the Just Egg. It is an indication of the further mainstreaming of Innova Market Insights Top Ten Trend 2020 the Plant-Based Revolution, as consumers turn away from animal-derived products.

Just Egg comes in two formats: a pourable liquid perfect for scrambles, omelets, quiches, stir-fries and a wide variety of baking applications; and a fluffy, pre-baked folded egg patty, ideal on top of toast or inside a breakfast sandwich. Its key ingredient is protein derived from mung beans, a legume that has been cultivated for thousands of years and is a dietary staple in Asia. 

“The Michael Foods family of businesses leverage 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,” says Josh Tetrick, Co-Founder and CEO of Just. ”

“We are excited about this new partnership,” adds Mark Westphal, President of Michael Foods. “Eggs will continue to be a nutritious and affordable staple in the US’s diet, and Just’s plant-based egg products offer a great complement to our value-added eggs by allowing customers to serve every consumer their preference. Working together, we are bringing innovation and options to the food industry.”

The product is also cholesterol-free, dairy-free, non-GMO, kosher-certified and is packed with as much protein as many other plant and animal proteins. Its ingredients use 98 percent less water, 86 percent less land and emit 93 percent less CO2 than conventional animal sources.

In its first full year of distribution, Just launched with leading US retailers and grocers, such as Walmart, Kroger, Whole Foods, Safeway, Albertsons, Giant, Wegmans, Publix and online via Amazon and Fresh Direct among others. 

At a top five retailer, sales velocity has quadrupled since its debut, and in grocery, velocity has grown 51 percent since last December with large gains at US supermarket chains. In addition, a growing number of quick-service restaurants and other foodservice destinations like college campuses, amusement parks, hospitals and corporate cafeterias have added Just Egg to their menus.

Edited by Elizabeth Green