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The human race is gone forever on the road to vegetarianism. Food and health are always difficult to achieve. People want to be healthy and not willing to “graze”, so they come up with a way to make vegetarian food.

In recent years, dairy products and meat made from plant products have begun to gain market share, such as plant milk, including almond milk and soy milk, plant yoghurt fermented with plant protein, and heme, which is now favored by capital. The “beef cake” made, etc., has already blown into the egg field. A company called JUST in Silicon Valley has made a good performance on the market with mung beans. It has just been acquired by US department store giant Kroger.

Different from the shelled common eggs we usually eat, JUST’s botanical eggs are a liquid egg, the main ingredient is mung beans. Food Navigator introduces the production process of this plant egg: the mung bean is ground into a powder, and then mixed with water and an antifoaming agent to form a slurry. After pH adjustment and extraction, the curd which can be made into a food is separated.

Plant eggs can be cooked and cooked like ordinary eggs, making waffles, toast, etc. In a word, except for boiled eggs, ordinary eggs can be made, plant eggs are basically competent, and the advantages are not only convenient. More importantly, it is low in fat and low in card and contains no cholesterol.

JUST is not the only company on the market that produces botanical eggs, but with its texture and taste, JUST is a big market leader in terms of market share. On August 17, Kroger, the largest department store in the United States, announced the acquisition of the company. JUST’s plant eggs will appear on the shelves of Kroger and other stores.

Just’s botanical eggs are not cheap, as with all plant-based dairy products/meats. A bottle of 355 ml of plant eggs has a suggested retail price of $7.99, but a dozen eggs in a regular supermarket costs only $2, $3. The expensive price did not affect its sales, JUST founder and CEO Josh Tetrick claimed that since the launch of the new product in December 2017, they have sold plant eggs equivalent to 10 million eggs.

JUST’s botanical eggs not only set off in the United States, but Tim Hortons, a well-known fast food brand in Canada, has also begun offering JUST products in some stores. JUST revealed that they are still in contact with several large fast food brands in the United States.

China is JUST’s first stop outside of North America. In May of this year, the company announced its entry into the Chinese mainland market. It also took a Chinese name called “Everything”, currently in first-tier cities such as Beijing, Shanghai and Guangzhou. It can be seen in the store, and a bottle of Jingdong is priced at 87 yuan. The official claim that the product is airlifted by the United States, but the mung bean used is actually from Inner Mongolia. The mung bean from Inner Mongolia is first imported into the United States, and the finished product is then exported to China. The price is naturally expensive.

If plant eggs are already comparable to real eggs in terms of nutritional value and taste, then it is probably the price that hinders it from entering more consumers’ tables, but then again, if plant-based foods and “the deity” It’s just as cheap, so what do these companies charge so much for research and development? It’s all about getting a meal.