Animal-free JUST Eggs Capture Consumer Attention Amid Bird Flu Crisis

EAT

Jan 18

History’s worst bird flu outbreak is continuing to wreak havoc on the egg industry with soaring egg prices and stock shortages. That puts JUST Egg - made from plants, not chicken eggs - in a unique position to meet consumer demand.

Demand for animal-free vegan eggs is set to rise as the conventional egg market continues to face soaring egg prices and stock shortages.

The avian-flu outbreak is officially the worst animal health crisis in U.S. history, with over 50 million birds in the country wiped out by the disease during 2022.

Commonly known as bird flu, avian influenza is a highly contagious and deadly virus that infects chickens, ducks, turkeys, and wild birds, and spreads through their saliva, mucus, and feces.

When the virus is detected on a farm, officials will suffocate flocks en masse with firefighting foam or by filling the barns with carbon dioxide. One egg factory in Iowa alone culled 5.3 million hens by roasting them alive.

The outbreak has disrupted the production of eggs across the country, leading to soaring egg prices and product shortages on grocery store shelves.

Now, animal-free JUST Egg is positioning itself as the perfect alternative for consumers looking to purchase eggs, with the product unaffected by the avian flu crisis as it’s made from mung beans rather than chicken eggs.

The brand has launched a new ad campaign with the phrase “plants don’t get the flu”, and which explains some of the benefits of choosing a plant-based egg over a conventional egg. The full-page ad ran this week in the New York Times, and will appear at over 800 Volta Charging stations for electric vehicles in grocery store parking lots.

A spokesperson for the brand explained that the hope with the adverts is to help “educate consumers on why they should choose an egg that’s better for them and better for the planet, particularly when conventional eggs are hard to find.”

Compared to a conventional egg, JUST Egg uses 83% less land, 93% fewer carbon emissions, and 98% less water. Its health credentials - it contains zero cholesterol and is packed with protein - has also helped it gain the backing of celebrity partners and investors, including Serena Williams, Chris Paul, and Jake Gyllenhaal.

JUST Egg’s products, which include a liquid egg for making omelettes, and a folded egg for toasting, are already climbing the supermarket sales ladder, with JUST Egg now the second-fasted growing egg brand in the U.S. (both conventional or vegan), and the 13th best-selling branded egg, out of over 1,700 competitors.

What we eat matters: vegan egg alternatives

And with egg prices rising, now could be the time to dip your toe into the world of plant-based solutions by swapping out the animal-based product for cruelty-free alternatives. And you’ll be in good company: research suggests that nearly a third of global consumers are open to eating plant-based eggs instead of conventional ones.

Here are some of the favorites in the plant-powered world:

JUST Egg

The JUST Egg is made from protein-rich mung beans and free from cholesterol, and cooks, looks, and tastes, like the real thing. You can buy a variety of different products, from the pourable mixture ideal for scrambled eggs to the JUST Egg Folded that can be used on toast or in salads. The company has dominated the U.S. market since its 2019 launch, selling the equivalent of over 300 million chicken eggs.

Zero Eggs

Made from a unique blend of plant proteins, the Zero Egg scrambles, bakes, binds, spreads, and fluffs, just like an animal-based egg. Products come available in a ready-to-eat patty or liquid form perfect for waffles, scrambles, omelets, and more!

Simply Eggless

This vegan egg is available as both a liquid or a patty and is made up entirely of Lupin Beans and other plant-based ingredients that can be fried, baked, and scrambled just like the real thing.

Follow Your Heart’s VeganEgg

Much-loved vegan brand Follow Your Heart offers a 100% plant-based egg alternative that scrambles, bakes, and binds. It even comes in an egg carton to add that extra dash of authenticity!

As well as these great vegan-egg products, you can also substitute eggs with easy and affordable ingredients that you may already have laying in your pantry:

Aquafaba

Aquafaba is the water leftover in a can of chickpeas! You can whip it up and use it as an egg white substitute for fluffy meringues or frosting, or you can use it as a whole egg alternative when it comes to baking sweet treats such as brownies.

Tofu

High in protein and easy to whip up, tofu can be used to create a delicious alternative to animal-based scrambled eggs. Additionally, silken tofu makes a great egg substitute in baking goods such as cakes and brownies.

Ground Flaxseeds (or chia seeds)

Flaxseeds are an excellent egg replacer and are very in the baking world. They act as a binder, emulsifier, and leavener, and also offer a great deal of fibre and omega-3 fatty acids. To replace one egg, whisk together 1 tablespoon of ground chia or flaxseeds with 3 tablespoons of water until they are fully absorbed and the mixture thickens.

Want to learn more about the plant-based egg industry? Listen to our podcast episode with the co-founder of Eat Just, Josh Balk.

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