Now, another one of America’s plant-based innovations is about to hit the Canadian market.
At long last, JUST Plant Egg is going to be available at Whole Foods Market and select Walmart stores across the country, as of this fall.
Eat Just, Inc. applies cutting-edge science and technology to create healthier, more sustainable foods and, according to the company, Canada is one of the most requested markets for the egg replacement.
Real plant-based fanatics may recall that Tim Hortons piloted the plant-based offering at select locations last summer. Initially available bottled (think those cartons of egg whites at the grocery store, but not), the brand recently launched a fluffy, folded format of its plant egg, which tops a brekky sandwich perfectly and can be cooked — wait for it — in a toaster.
This is the version of the product Canadians will find, sold in boxes of four, in the frozen food section of the aforementioned grocers.
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JUST Plant Egg is free of cholesterol and “has as much or more protein than many animal proteins” at 7g per serving. What’s more, the product is Non-GMO Project verified, egg-free, dairy-free, has no artificial flavours, and its ingredients use 98% less water, have a 93% smaller carbon footprint and use 86% less land than conventional animal sources.
Protein from the mung bean is a key ingredient.
“I’m so proud to announce this milestone in Canada,” Josh Tetrick, the brand’s co-founder and CEO, said in a release.
“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.”
JUST Plant Egg’s arrival in Canada aligns with a time when, en masse, the country is looking towards more options free of animal products.
Last month, Prime Minister Justin Trudeau announced a government investment of almost $100 million in plant-based protein innovation, while last year’s update to the Canada Food Guide emphasized plant-based diets.
The brand also says that Canadian searches for the term “plant-based” have skyrocketed in the last 12 months, according to Google Trends. Health, animal welfare, the environment and taste reportedly appear to be major factors for the shift.
To learn which Whole Foods Markets and 100 Walmart Canada locations will be getting the innovative product in stock this fall, check out the website.