Following in the footsteps of other plant-based substitutes (What is Impossible Meats for $800, Alex?), plant-based eggs have finally landed their first big fast-food deal — and it starts in Canada.
The Canadian coffee chain Tim Hortons partnered with JUST Egg to test its mung bean and turmeric-based egg substitute at locations in the company’s home market.
Oh, wait, we know JUST…
They’re the plant-based food company formerly known as Hampton Creek. Bill Gates hailed the company’s vegan mayonnaise product “the future of food” back in 2011.
Then… the dark years: Hampton Creek was overrun with controversy after scathing reports of false advertising that promoted shoddy science, as well as contamination allegations, that forced its entire board to resign.
And finally… the rebrand.
But you can’t always judge an egg by its fake shell
Since becoming JUST, the company has worked diligently to shed its reputation — like when it created an affordable porridge powder to help fight West African malnutrition.
The market is hot for plant-based eggs: According to the Plant Based Foods Association, sales of plant-based eggs reached $6m in the year ending April 2019.