As Plant-Based Burger Brands Battle, One Faux-Egg Maker Is Dominating a New Niche

Just Egg leans harder into marketing as its sales and retail penetration skyrocket

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Move over, fake meat and oat milk—egg substitutes are looking to grab some of the plant-based food spotlight.

Though it’s niche, making up a tiny portion of overall plant-based protein sales—dominated by the fake burger brands that have been sparring for primacy—the faux egg category is growing by triple-digit percentages, spurred by baking binges and home-cooked meals during the pandemic, coupled with notable shifts in consumer preferences and buying habits.

The leading brand in the space, Just Egg, has announced new deals that will increase its retail distribution by 40%, adding Walmart, Albertsons, Kroger and other chains to a footprint that will soon stretch across 17,000 stores.

The company also launched a partnership with Yelp recently to boost local diners, created its first connected TV campaign and linked with TikTok star Tabitha Brown and other influencers.




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