‘Veggie Eggs’ to Surprise Our Breakfast Table Soon

As we all know, egg whites are a healthy source of protein, but since they come from chickens, those who are concerned about animal welfare or the environmental damage caused by poultry industry or simply a vegetarian seeking new alternatives, then there is a good news, which can solve all these problems and that is ‘veggie eggs’, that comes from plants.

Just Inc., a $1 billion enterprise is now a dominant player in the non-egg space. Late last year it has launched its own liquid egg substitute, which is primarily made from protein extracted from mung beans. The company also claims, so far it has sold the plant-based equivalent of 6.3 million chicken eggs in the US but also says it has still a long way to go.

Just Inc. CEO Josh Tetrick also informed that the company has signed some important partnership agreements with major chicken egg suppliers that will manufacture and distribute Just Egg. The companies are going to build factory lines, which will be separate from where they process real eggs. Tetrick says he plans to expand his business into Europe later this year and eventually expand to Asia.

The market for the veggie egg is growing but still, it is difficult to topple the real eggs market. The real egg whites have long been the source of protein for the people. The chicken egg is the most efficient and allergen-light source of protein when compared with other such substitutes of protein like whey, pea and soya. Moreover, food manufacturers rely on the eggs because they add natural protein which is without flavours and highly soluble.

But Michele Simon, executive director of the Plant-Based Foods Association believes food service is the key to enacting a real change. Simon says, “There are ways to quietly replace eggs in the food supply. Most people don’t care as long as their cake is bouncy. You can change up an ingredient and it will be mostly invisible to consumers”. Plant-Based Foods Association has grown from 22 company members to 140 since its founding three years ago.

Shifting consumer habits certainly will take time. But considering real eggs, which have been also viewed as a negative protein source with lots of cholesterol and with the rise of people who are adopting a vegan way of life, the ‘Veggie Eggs’ certainly seems to be a good alternative.