Eat Just
San Francisco food-technology company whose mung-bean-based JUST Egg is the largest-selling vegan egg product and whose GOOD Meat division pursues cultivated meat.
Eat Just, Inc. is a San Francisco food-technology company, founded in 2011 by Josh Tetrick and Josh Balk as Hampton Creek and renamed Just, Inc. in 2017. Its flagship consumer product is JUST Egg, a liquid egg replacer built on mung-bean protein isolate, launched in 2019 and now the largest-selling vegan egg product in the United States.
Why it matters
JUST Egg cracked a category — scrambled and liquid eggs — that had been resistant to vegan substitution. Distribution in quick-service chains such as Peet’s, Tim Hortons (Canada), and Panera, together with folded-egg patties for foodservice breakfast sandwiches, brought plant-based eggs into formats normally reserved for industrial shell eggs. The product is certified vegan and kosher.
Product range
JUST Egg liquid, JUST Egg Folded patties, JUST Egg Sous-Vide Bites (select markets), and the JUST Mayo plant-based mayonnaise line. All JUST-branded consumer products are vegan.
GOOD Meat division
The company’s GOOD Meat division produces cultivated chicken — real animal cells grown outside an animal’s body — and in 2020 received the world’s first regulatory approval to sell cultivated meat, in Singapore. Cultivated meat is not vegan by most definitions, so the GOOD Meat division sits outside the scope of Eat Just’s vegan consumer line, though the stated mission is displacing conventional animal agriculture.