Eat Just introduces new plant-based chicken products
The range features Original, Buffalo, and Sesame Ginger flavors
USA – Eat Just, the food technology company recognized for its JUST Egg brand, is now rolling out a line of plant-based chicken under the label JUST Meat.
The new products have not been formally announced by the company, but consumer platform Big Box Vegan reports that the items are already on sale at Sprouts Farmers Market locations.
In addition, the products are listed on the website of H-E-B, suggesting a broader retail rollout is underway.
Product details
According to ingredient information, the chicken alternatives are made using a combination of wheat protein and soy protein concentrate, with sunflower oil, coconut oil, and seasonings added to achieve texture and flavor.
Each serving contains 18 grams of protein, and the products are designed to be cooked from frozen in two to three minutes.
The range comes in three flavors, including Original, Buffalo, and Sesame Ginger, indicating that Eat Just is targeting both classic and globally inspired taste profiles.
A product description on H-E-B’s site states that the pieces are seasoned with onion, garlic, and a proprietary spice mix, and are intended to replicate the juiciness and tenderness of chicken.
Background in chicken innovation
The launch of JUST Meat adds to Eat Just’s history of pursuing alternatives to conventional poultry through both plant-based and cultivated technology.
In 2020, its subsidiary GOOD Meat became the first company to secure regulatory approval for cultivated chicken, with Singapore clearing the product for commercial sale.
Three years later, GOOD Meat received approval in the United States, making it the first cultivated meat company to achieve clearance across multiple regions.
However, while the cultivated chicken efforts remain central to the company’s profile, JUST Meat is positioned as a fully plant-based option similar to JUST Egg, which is marketed to vegan and flexitarian consumers.
The appearance of these new products in U.S. retail suggests that Eat Just is expanding its presence in the competitive plant-based protein sector, where convenience and variety remain critical to attracting consumers.
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