- Eat Just is running an full-page ad for its plant-based egg scramble in The New York Times.
- The ad, slated to run on Sunday, positions the product as an alternative to chicken eggs.
- Avian flu has wiped out millions of chickens, causing egg shortages and higher prices on shelves.
Plant-based egg brand Just Egg is letting consumers frustrated with rising eggs prices know they have another option.
The brand plans to run a full-page ad in the upcoming Sunday edition of the New York Times, AdAge previously reported.
Just Egg’s ad includes bottles of Just Egg plant-based eggs on a refrigerator rack and the phrase “Plants don’t get the flu.” The brand will also advertise its products on screens at roughly 800 Volta Charging stations for electric vehicles starting this weekend. The stations are located in grocery store parking lots.
The ad comes as avian flu decimates flocks of egg-laying chickens, leading to some shortages and making normal eggs more expensive than organic eggs. As many as 58 million chickens have been affected by the disease, according to the US Department of Agriculture.
The product featured in Just Egg’s ad is the brand’s 12-ounce bottle of plant-based egg scramble, which is derived from Mung beans. One bottle is the equivalent of about eight eggs and has an average retail price of $4.30. The companh noted that its unit velocity in retail is higher than it has ever been, and it has expanded distribution. The average price for a dozen large, Grade A eggs in December was $4.25, according to the US Bureau of Labor Statistics.
The Just Egg advertisement will appear in the New York Times
Just Egg is one of the products made by Eat Just, the company formerly known as Hampton Creek, which are sold at specialty food stores and major retailers like Walmart, Kroger, and Target. In addition to eggs, Eat Just is developing meat that can be grown in a lab instead of by raising animals. Eat Just’s lab-grown chicken became the first lab-grown meat to win regulatory approval in the world in late 2020 when Singapore signed off on the product.
The company is private and does not disclose details of its finances. But an Eat Just investor presentation obtained by Insider last year showed that the company had slashed its 2021 revenue forecast by almost 50%.
Before it dropped the Hampton Creek name in favor of Eat Just in 2017, the company reportedly bought its own products to hike sales figures, Bloomberg reported. A federal investigation never assigned any wrongdoing to Hampton Creek, and CEO Josh Tetrick said at the time that the purchases were quality checks.