Get All Access for $5/mo

Plant-Based Alternative 'Just Egg' Is Upending the Liquid Egg Market The mung bean-based product is the top selling liquid egg in natural stores and the second best-selling in conventional stores.

By Stephen J. Bronner Edited by Dan Bova

Courtesy of Just

The top-selling liquid egg in natural grocery stores is now made of plants, according to data shared by Just, the maker of plant-based mayonnaise, dressings and cookie dough.

According to SPINS data shared by the company, Just Egg made up for 40 percent of all dollars generated and 30 percent of all units sold in the natural channel's liquid egg category. It's also the second best-selling egg substitute in conventional grocery stores (Egg Beaters takes all the other spots at the top), according to IRI data.

Related: How Just's Co-Founder Got More Than $200 Million From Investors (Podcast)

"This is happening because everyday consumers who don't want to eat perfectly but want to eat a little better and a little healthier are buying Just Egg at their local grocery store or ordering it at their favorite restaurant," the company's co-founder and CEO, Josh Tetrick, told Entrepreneur. "That's where the growth is, that's where the impact is and that's why I'm so humbled to see Just Egg taking off in such a short time."

The company's Just Egg, a convincing plant-based egg substitute made of mung beans, became available nationwide in Sprouts in March and Whole Foods in April.

The company, which was founded in 2011 by Tetrick and Josh Balk and has raised $220 million from investors to date, said that the amount of its product sold so far is comparable to 8.2 million chicken eggs. This week, the company was awarded a patent for Just Egg.

"The idea of finding a plant that scrambles like an egg was conjured up on a couch seven years ago," Tetrick said. "To see where we are today -- what my team has built -- and to see that over 8 million of these plant-based equivalents have been sold already makes me incredibly proud."

Stephen J. Bronner

Entrepreneur Staff

News Director

Stephen J. Bronner writes mostly about packaged foods. His weekly column is The Digest. He is very much on top of his email.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Side Hustle

This 20-Year-Old Student Started a Side Hustle With $400 — and It Earned $150,000 Over the Summer

Jacob Shaidle launched his barbecue cleaning business Shaidle Cleaning in 2021 when he was just 15.

Business News

Google Says It Won't Follow Amazon's Lead With a Return-to-Office Mandate — Yet

In a town hall, Google leaders told staff the current hybrid plan will stay in place.

Money & Finance

People Under 25 Have the Best Chance at Building Wealth in This U.S. State — and the Worst in These 2 Others

Housing prices, household incomes and unemployment rates are all significant factors.

Business News

Barbara Corcoran Says This Is the One Question to Ask Before Selling Your Home

Barbara Corcoran sold The Corcoran Group in 2001 for $66 million.

Science & Technology

How AI-Driven Personalization Is Transforming the Retail Industry and Enhancing Customer Experiences

AI will be one of the driving forces behind maximizing personalization and changing the face of retail as we know it today.