Canada

Plant-based eggs are coming to Canadian freezer sections

The JUST Plant Egg is pre-cooked and designed to be reheated in a toaster, microwave, oven or in a frying pan on the stovetop.
The JUST Plant Egg is pre-cooked and designed to be reheated in a toaster, microwave, oven or in a frying pan on the stovetop. Eat JUST, Inc.

It uses no artificial flavours and is Non-GMO Project verified, the company says, and its ingredients — the most important of which is mung bean protein — “have a 93 per cent smaller carbon footprint and use 86 per cent less land than conventional animal sources.”

The findings of a new survey examining dietary preferences from February to June 2020 suggest that the number of pescatarians, vegans and vegetarians in Canada are on the increase, albeit modestly. According to Sylvain Charlebois, senior director of the Agri-Food Analytics Lab at Dalhousie University, “Canada may have more than 600k vegans now.” In a separate survey, the lab found that if choosing between products of equal price, “47.1 per cent of Canadians would consider alternative sources of protein.”

JUST’s original pourable version — which “is driving the greatest sales growth in the U.S. liquid egg market,” Quartz reported last summer — is also in the works for Canada. The company said it plans to introduce the product at an undetermined time, and is currently in talks with regulators. “We’re working hard to make our products available in as many places as possible and launching in Canada, where demand for plant-based proteins is strong and growing, brings us one step closer to that goal,” said Josh Tetrick, co-founder and CEO.

Made from mung beans rather than hatched by a hen, Silicon Valley-based food company Eat JUST, Inc. is bringing its plant-based egg to Canada this fall. The folded scramble — known as JUST Egg in the U.S., where it launched in April — will be sold as JUST Plant Egg in Canadian stores.

Whole Foods Market in Ottawa, Toronto, Vancouver and Victoria, and more than 100 Walmart stores across the country will be the first to carry the product, JUST announced. Sold in a four-pack in the freezer section, the product is pre-cooked and designed to be reheated in a toaster, microwave, oven or in a frying pan on the stovetop. Some of the suggested uses include breakfast sandwiches and burritos, stir-fries, stuffed sweet potatoes, grain bowls and fried rice.

The JUST Plant Egg, which gets its yellow colour from turmeric, is comparable in protein to a standard egg — an average egg contains six to seven grams of protein; the plant-based version has seven. It’s cholesterol-free and has 100 calories to a standard egg’s 80, and seven grams of fat (0.5g of which is saturated fat) to an egg’s five grams (1.5g of which is saturated).

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