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.
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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.