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The Spoon

Daily news and analysis about the food tech revolution

Eat Just

Eat Just To Launch Vegan Sous Vide Egg Bites in Grocery Stores

Food tech company Eat Just announced today it will expand its retail line of products with the launch of JUST Egg Sous Vide bites, which the company has created in partnership with sous vide food manufacturer Cuisine Solutions.

According to a press release sent to The Spoon, Cuisine Solutions will produce the Sous Vide bites, which will arrive in the frozen food section of grocery stores in March. Customers will be able to choose from four different varieties, each based on a different geographical region and flavored with plants known to that area. They include America (potato, dill, chives, red and black pepper), India (curry, broccoli, cauliflower, coconut milk, lemongrass), Japan (mushroom, yams, togarashi, soy, tamari), and Mexico (poblanos, chipotle chile powder, black beans, corn, lime). The bites will be sold in boxes of four.  

The other major ingredient, of course, is mung bean protein, which is the key ingredient for all of Eat Just’s plant-based egg products.

Yours truly got the opportunity to try all four flavors recently. The flavor variety — which is executed well — is probably the biggest draw, as the ingredients are a welcome change from the usual cheese-tomato-spinach-or-basil mix that’s in most sous vide egg bites out there. Also, if you’re like me and constantly forget to cook breakfast, they’re a very easy plant-based solution. (Personal fave flavor: Mexico.)

The bites can be heated in a toaster, microwave, or conventional oven.

Eat Just hasn’t yet said which retail stores the product will debut at come March, nor how much each box will cost. (Those interested in getting those details can get updates here.)

Alongside the continuing evolution of its plant-based products, Eat Just has also hit a couple major milestones where its cell-based protein business is concerned. At the beginning of December, the company got the world’s first-ever regulatory approval to sell cultured meat, specifically in Singapore. The company followed that news up with the first actual sale of its GOOD cultured chicken bites at an upscale restaurant in the city-state.

Eat Just CEO Josh Tetrick has suggested in the past that the company will continue developing both plant- and cell-based lines of business, rather than focusing solely on one approach over another.

A Leading QSR Chain in China Ditches Chicken Eggs for Eat Just’s Plant-Based Version

Eat Just announced this week its plant-based egg products have landed on the menu of Discos, one of China’s leading fast-food chains. More importantly, Discos won’t just be offering the JUST egg alongside animal-based eggs. According to a press release sent to The Spoon, the JUST egg will outright replace its traditional counterpart in several menu items.

Plant-based foods on QSR menus aren’t new — in fact, they’re arguably standard fare at this point. Eat Just’s news is, however, the first time a major quick-service chain has completely switched out an animal-based protein for a plant-based version, which could signal a new shift for the direction of QSR menus over the next several years.

Discos will start the switchover with 500 locations across Bejing, Shanghai, Guangzhou, Shenyang, Dalian, Changchun, Harbin and Hainan provinces. (The chain has roughly 2,600 stores across 32 provinces in China.) The JUST egg will be in three different breakfast burgers, three breakfast bagel sandwiches, and on a western-style breakfast plate.

Discos’ full shift to plant-based eggs also seems a long-term strategic play for the brand. Demand for plant-based meat in China is expected increase by 200 percent over the next five years, according to a December 2020 study by DuPont Nutrition & Biosciences. According to the firm, the change is “driven by consumer values around health, taste, and sustainability.”

The JUST egg, meanwhile, has been available in China since 2019 in both retail and foodservice businesses, as well as through e-commerce sites Tmall and JD.com.

Discos’ chief marketing officer Xie Yahui suggested in today’s press release that the decision to swap out the chicken egg for a plant-based one was a decision driven by consumer preference: “The introduction of JUST Egg at Discos is a product and brand upgrade based on consumers’ increasing interest in nutrition, healthier diets and environmental awareness,” she said. She added that future menu offerings from Eat Just will be based on consumers’ reactions to these first dishes available.

This swap by Discos most likely isn’t a one-off occurrence. Worldwide, demand for plant-based protein has steadily grown for the last couple years, with 2020 being an all-out banner year for popularity and investment dollars. QSRs, meanwhile, are drastically changing, from their store formats to what’s on the menu. Overhauling the amount of animal-based protein on those menus seems a logical next step, for China and beyond.  

Eat Just Makes the World’s First Sale of Cultured Meat

A couple short weeks after getting regulatory approval to sell cultured meat in Singapore, Eat Just announced last night it has made the first commercial sale of its GOOD Meat Cultured Chicken. 1880, a private restaurant/club and social impact organization in Singapore, will debut the product this Saturday, Dec. 19, according to a press release sent to The Spoon. 

The GOOD Meat Cultured Chicken product will make its debut in three different dishes, each inspired by a different country: Brazil, China, and the United States. The first diners to taste the dishes will be young people, ages 14 to 18, who “have shown, through their consistent actions, a commitment to building a better planet.”  

The sale to 1880 is not only a first for Eat Just, it’s a first for the cell-based meat industry, which has seen plenty of successful lab prototypes but few opportunities for the public to actually taste the products. Up to now, the latter has been in the form of taste-testing events.

Getting regulatory approval to actually sell cultured meat products advances the entire industry. After all, you can have the tastiest, most environmentally friendly cut of slaughter-free meat out there, but without regulatory approval to sell and distribute it, the product won’t make much of an impact on our global food system. We may be years away from finding a cell-based burger or chicken sandwich in the majority of restaurants around the world, but Eat Just’s news is another significant step in that direction. 

Singapore is a logical place to start. The city-state has been at the forefront of much food tech innovation over the last year, with the Singapore government pouring millions of dollars into its 30×30 initiative aimed at increasing local food production. And since the bulk of Singapore’s meat is currently imported, there’s no “Big Meat” producers and lobbyists pushing back on alt protein the way there is in the U.S.

All that said, I also have an eye on Israel as another important location for the advancement of cultured meat. That country is home to a number of cell-based meat companies, with SuperMeat even opening its own test-kitchen-meets-restaurant initiative in Tel Aviv where guests apply to visit the restaurant and taste the food in exchange for detailed feedback. (Dishes on the menu are not yet for sale.) Additionally, Israel’s Prime Minister, Benjamin Netanyahu, recently tasted cell-based meat and wants to establish a national policy for alternative protein.

Eat Just has not yet mentioned locations beyond Singapore where the company will sell its GOOD Meat Cultured Chicken. But given the above, Israel would be an obvious next country for the company to expand both the regulatory approval and sale of its cultured meat products. In the meantime, GOOD Meat Cultured Chicken will be available to 1880 customers over the coming weeks and months.  

Eat Just Gets the World’s First Regulatory Approval to Sell Cultured Meat

In a first for cultured meat, Eat Just has received regulatory approval to sell its cell-based chicken product. The company, best known at this point for its plant-based egg products, announced last night that its cultured chicken product has been approved for sale in Singapore as an ingredient in chicken bites. Other cultured chicken products are planned for the future.

According to a press release sent to The Spoon, this approval deems Eat Just’s cell-based chicken as “safe for human consumption.” To achieve this, and to the demonstrate safety and quality of its end product, the company spent months documenting its proprietary process for making cell-based chicken. An analysis included information on the identity and purity of the chicken cells, the full manufacturing process, as well as the nutritional components of the end product. 

Eat Just worked with the Singapore Food Agency (SFA), Singapore’s regulatory authority for food safety. The company said it has also struck deals with “well-established local manufacturers” to finish the product before it goes out to restaurants.

Heading into restaurants first is in keeping with Eat Just CEO Josh Tetrick’s timeline for cell-based meat, which he outlined for us at this year’s Smart Kitchen Summit. Cell-based meat companies don’t simply jump from a successful prototype in the lab to mass commercialization. Rather, there are a number of stops along the way, the first of which is to get the prototype out of the lab and into a place like a restaurant. However, the journey for cell-based meats as they evolve from prototype stage will be lengthy: Tetrick put the timeline “somewhere north of 15 years” for when the buying public will find cell-based meats as ubiquitous as, say Coca-Cola products.

Getting regulatory approval is paramount to commercializing cell-based meat, so today’s news marks a significant milestone not only for Eat Just but for the entire cell-based meat sector, which has seen an astounding amount of investment over the last several months. 

Commenting on Eat Just’s milestone, Good Food Institute Executive Director Bruce Friedrich said, “Cultivated meat will mark an enormous advance in our efforts to create a food supply that is safe, secure, and sustainable, and Singapore is leading the way on this transition.”

The regulatory approval will allow Eat Just to launch its forthcoming GOOD Meat brand in Singapore, the details of which are forthcoming at a later date.

Eat Just Is Offering a Plant-Based Take on Meal Kit Deliveries for NYC

Two things we’ve seen increase during the pandemic: online food deliveries and demand for plant-based protein. Alt-protein company Eat Just is bundling those two ideas together with a new delivery offering that’s looks to be part meal kit and part virtual cooking session for homebound NYCers in need of brunch. The company is giving away free “Brunch in a Box” kits to residents of the Big Apple via a hotline users can text to get their meals.

Each kit contains ingredients for one of three recipes developed by Eat Just: eggs Florentine, eggnog French toast, and buckwheat crêpes. To get one, users text BrunchNYC to 35344, designating which of the above three meals they would like to cook. A spokesperson from Eat Just said all kits include every ingredient needed to create the recipe. The kits will be fulfilled by Amazon Prime Now.

An accompanying series of online cooking tutorials led by Chef Bec shows users exactly how to prep and cook the meals.

The idea is to help consumers recreate brunch at home, which I suspect will be happening a lot now that cold weather is here and the pandemic continues to restrict restaurant dining rooms. Bringing brunch indoors via delivery is one way to do that. “Our team wanted to help make the transition back indoors easier by sharing some new recipes featuring seasonal ingredients and healthier twists on brunch classics,” Eat Just’s spokesperson said of the new program.

The “Brunch in a Box” kits will be available for a limited time for free. Adding another virtual layer to the project, the company is working with local influencers to get the word out. Those include Priyanka Naik, NYC food blogger Dominek, and Vegan in the Hood.

The company’s most recent NYC outreach isn’t strictly limited to the online realm, though. Last week, Eat Just along with a handful of other alt-protein companies announced their Plantega project. Through it, the collective will offer grab-and-go options at the local bodega, with the goal of getting plant-based foods to areas of the city where they might otherwise be harder to access. 

“Everyone, regardless of their zip code, should have the opportunity to enjoy food that is good for their bodies and good for the planet,” Eat Just founder and CEO Josh Tetrick said in a statement emailed to The Spoon. “Growing up in the South, eating meals that were convenient and cheap but bad for my health, is what motivated me to start a company that could help bring meaningful change to the food system.” 

Plantega will include offerings from Eat Just as well as Beyond Meat, No Evil Foods, Miyoko’s Creamery, Good Catch, and several others. Goods are available now in Brooklyn at the Don Polo Meat Market and Gourmet Deli, as well as at My Deli Gourmet & Grill in the Bronx. 

Eat Just said it that the success of these initial locations will depend on whether the Plantega project expands to locations in the future, in both NYC and beyond. 

Crackd to Launch Its Plant-Based Egg in the U.K.

Plant-based egg brand Crackd will soon launch its 100 percent vegan liquid egg replacement at stores in the U.K., according to Green Queen Media. The company’s product, called Crackd The No-Egg Egg, will be available at select retailers in December.

Crackd uses cold-pressed pea protein, nutritional yeast, and black sea salt for its signature egg product, which the company says “cooks, bakes, acts, and tastes just like an egg.” Among the items Crackd says you can create with its egg are quiches, cookies, Yorkshire pudding, and sponge cake. It can also be turned into scrambles, omelettes, and other traditional egg dishes, though Crackd says on its FAQ page that it takes about 15 minutes longer to cook than a regular chicken egg.

The company’s claims that Crackd can be used in a variety of cooking scenarios are big, since eggs have 22 functions, some of which are difficult to mimic with a plant-based substitute. Baking, in particular, requires functionalities like binding and aeration that are hard to recreate in plant-based egg products.

We have not yet tried Crackd’s product, but I’m waiting eagerly to hear customer reactions around how the well the product translates to that wide variety of food items — and how those finished products taste. Making a sponge cake with a plant-based egg is one thing. Making a sponge cake that tastes good and doesn’t have the ol’ plant-based aftertaste is another.

Crackd joins the likes of Zero Egg, which just launched in the U.S., and Eat Just, probably the most well-known player on the plant-based egg scene right now. Interestingly, Eat Just CEO Josh Tetrick told me at SKS 2020 that his company is “about two years away” from a plant-based egg you can bake with. 

We’ll have a better idea of how Crackd stacks up to these other plays come December. Crackd The No-Egg Egg will be available at Marks & Spencer stores nationwide across the U.K., as well as at online specialty store The Vegan Kind.

Eat Just and Impossible Foods Both Made Major Expansions to Asia This Week

Two alt-protein heavyweights in the U.S. took major steps this week in their expansions across Asia, underscoring the growing demand (and need) for alternatives to animal protein in that region.

At the tail-end of yesterday, San Francisco-based food tech company Eat Just announced a partnership with a consortium led by food investment fund Proterra to expand JUST Egg across Asia. Via the partnership, Eat Just will build its first production facility in Asia.

The consortium will invest up to $100 million and Eat Just will invest up to $20 million to build the production facility in Singapore. According to the press release from Eat Just, the factory will “generate thousands of metric tons of protein.” From this deal will also come the subsidiary Eat Just Asia, which will serve JUST egg manufacturing and distribution partners across the region. 

The new production facility is the largest of its kind in Singapore and will serve a growing demand for plant-based protein in Asia. Eat Just’s flagship plant-based egg product is already available in South Korea, Thailand, and Hong Kong. The company also mentioned, via the aforementioned press release, a “yet-to-be-announced” partnership in mainland China, where it already sells products via e-commerce. 

Eat Just and Proterra are also in talks to expand commercial production of cell-based meat, which Eat Just is already in the midst of developing.

Also at the end of yesterday, Impossible Foods announced that its plant-based meat products will be available in retail stores for the first time in Asia. Impossible’s Beef product is now available at 200 grocery stores across Hong Kong and Singapore. 

In Hong Kong, consumers can buy Impossible products at 100 ParknShop locations and ParknShop subsidiaries, as well as for delivery online at parknshop.com. Customers in Singapore can find the company’s plant-based beef at 100 FairPrice stores and on grocery e-commerce platform RedMart.

Impossible debuted in the Asian market at restaurants in 2018, but this week’s news marks the first time the company’s products will be available to home chefs.

But while Impossible may be expanding its plant-based empire, one area we shouldn’t expect to see the company branch into is cell-based meat. In fact, when asked about cell-based meat at last week’s Smart Kitchen Summit, Impossible CEO Pat Brown flatly said, “It’s never going to be a thing.” Brown called it “irreversibly expensive” and added that meat grown in a lab would never be a commercial endeavor.

Eat Just doesn’t share the same view. Company founder and CEO Josh Tetrick, who was also at SKS, shared his views on the eventual reality of cell-based meat and gave us a rough timeline and included steps his company and others have to take in order to go from prototype to retail shelves with cell-based meat. It won’t be soon. Tetrick said “north of 15 years” for cell-based meat, and others have cited similar timeframes.

Were cell-based meat to become a commercial reality, Asia is an obvious region to aim for. Increasing urbanization and population growth, particularly in Southeast Asia, has led to a growing demand for animal proteins. This demand has consequences both for the environment and for human health.

Those are challenges plant-based proteins can address, too, hence the quickly rising number of companies in Asia, from Omnipork to Black Sheep Foods and now Eat Just and Impossible. While we wait for cell-based proteins over the long terms, we can expect both demand for and production of plant-based products to continue rising in Asia and beyond.

Eat Just’s Josh Tetrick on the 4 Phases of Bringing Cell-Based Meat to the Masses

When will cell-based meat be available to the masses?

It depends on who you ask. At one SKS 2020 panel this week, participants said maybe 10 years. In another, Impossible CEO Pat Brown more or less said never.

Josh Tetrick, founder and CEO of Eat Just, reckons the timeline is “somewhere north of 15 years.” 

Eat Just, which is best known at this point for its plant-based egg products, is in the process of developing its own cell-based meats, including chicken nuggets and chicken breast. The north-of-15-years timeframe for those and other cell-based meat products comes from an important factor Tetrick pointed out when we chatted this week at SKS: that a successful prototype in a lab does not automatically equal commercial success. 

A lot must happen in between those two endpoints, prototype and commercialization, and during our talk, Tetrick broke the journey down into four distinct phases. These are as applicable to other food businesses as they are to Eat Just.

The first is getting that prototype out of the lab. Launching in a single restaurant is one example. To do this, companies need to have not only developed a prototype, they must also have gotten regulatory approval for their product. Tetrick told me that Eat Just hopes this step happens for his company this year or next.

The second phase moves companies out from a single location and into some restaurants, say 50–100, and perhaps smaller retailers. At the moment, there are no cell-based meat companies with products at this stage.

Phase three is even further off. That’s the point when a company’s products are on food retail shelves across the country, from Whole Foods in San Francisco to Walmart in Dyersburg, Tennessee. Eat Just is currently at this point with its plant-based egg products, which are in more than 17,000 locations in the U.S.

That final phase is what Tetrick calls “the Coca-Cola phase.” The product is available everywhere and at a low cost. He believes this is “the phase that will transform the planet,” meaning it will curb the larger population’s reliance on animal protein. To get to that kind of world, phase four is ultimately where Eat Just and other companies need to be.

Not that getting there will be easy. Tetrick doesn’t agree with Pat Brown’s statement that cell-based meat “is never going to be a thing,” but he does concede that it’s no easy feat. In fact, he equated the process from prototype to ubiquity with scaling a really tall mountain. “[It’s] not confusing what needs to be done, it’s just really hard.” 

That climb, so to speak, will require the right investments in cell line development, media, and bioreactors. It will require “a thoughtful approach” to working with regulators and an effective marketing strategy. It will involve enormous amounts of risk and millions if not billions of dollars.

Ultimately, Tetrick believes companies that can get us through this enormously difficult process will enable the majority of the population to live in a world where eating meat doesn’t necessarily mean slaughtering animals or destroying the planet. For many, getting there will be a mountain worth climbing.

Chile’s NotCo Raises $85M to Bring Its Plant-based Proteins to the U.S.

NotCo, a Chilean food tech company known for its alternative protein products, announced today it has closed an $85 million Series C round. The round was led by Future Positive, L Catterton Partners, and General Catalyst. Existing investors include Kaszek Ventures, The Craftory, Bezos Expedition, Endeavor Catalyst, Indie Bio, Humbolt Capital and Maya Capital.

The new funds come as NotCo plans to scale its operations and expand internationally, starting with a move into the U.S. The company said in today’s press release that it is evaluating both retail and restaurant partnerships in the States.

Rather than focus on a single food category, NotCo is developing meat, dairy, and egg alternatives at the same time. The company currently has its NotMilk, NotBurger, NotIceCream, and NotMay in stores around Chile, Brazil, Argentina. It also has deals with Burger King and Papa John’s in Chile. 

To make its plant-based protein products, NotCo uses artificial intelligence to match animal proteins with their ideal plant replacement, pulling from a library of thousands of plant profiles the company has stored up. The idea is to make combinations of plants that will most closely mimc not just the taste of meat or dairy but also the texture, smell, and mouthfeel, among other factors.

This approach has made NotCo one of the biggest players in plant-based protein in Latin America. However, an expansion to the U.S. means NotCo will have to compete with some serious competition in an already crowded alternative protein space that includes some of the industry’s biggest names: Beyond and Impossible in the plant-based meat sector, Eat JUST for eggs, and Perfect Day for dairy. 

International expansion, whether to the U.S. or from it, is a major development in the alternative protein space of late. Beyond, Impossible, and Eat JUST have all announced plans to move into other markets, including Canada and China. Those expansions make sense, given the amount of cash flowing into the sector. The entire alternative protein category has seen an enormous amount of investment in 2020: over $1.1 billion so far, with more than $907 million of that going to plant-based protein.

For its own expansion, NotCo co-founders, Matias Muchnick (CEO) and Karim Pichara (CTO), will be based in the U.S. The company said in a recent interview that it wants to be a $300 million company by 2024, with 70 percent of that business in the U.S.