Eat Just

Eat Just was founded in 2011 by Josh Tetrick and Josh Balk under the name Hampton Creek, initially focused on developing plant-based alternatives to conventional animal products, with its most commercially successful product becoming Just Egg, a plant-based liquid egg substitute made primarily from mung bean protein, designed to replicate the taste, texture, and cooking behavior of scrambled eggs, which has become one of the widely available plant-based egg alternatives in U.S. grocery stores and food service. The company's early years included some public controversy regarding product claims and corporate governance under its original Hampton Creek branding, prompting a rebrand to Eat Just as the company matured and refocused its business. Beyond its plant-based Just Egg product, Eat Just's subsidiary GOOD Meat has pursued cultivated meat, sometimes called lab-grown or cultured meat, which is produced by growing actual animal muscle and fat cells in a controlled bioreactor environment rather than raising and slaughtering a live animal, a technology aimed at producing genuine meat products with a goal of a smaller environmental footprint and without the ethical concerns some consumers associate with traditional animal agriculture. GOOD Meat achieved a significant industry milestone in 2020 when Singapore's food safety regulator granted approval for its cultivated chicken product to be sold to consumers, making it one of the first cultivated meat products approved for sale anywhere in the world, and the company later received similar regulatory approval in the United States in 2023, alongside a small number of other cultivated meat companies. Eat Just has faced the substantial technical and economic challenge common across the cultivated meat industry of scaling production to a cost point competitive with conventional meat, a milestone that has proven more difficult and capital-intensive than many cultivated meat companies initially projected. The company has raised very substantial venture funding from investors including Khosla Ventures, Charlesbank Capital Partners, and Qatar Investment Authority, reaching a valuation exceeding $1 billion.

News

5/20/2026

Eat Just Targets $982.1M Plant-Based Eggs Market by 2036

Eat Just's strategic focus on the burgeoning $982.1 million plant-based eggs market positions it to capitalize on shifting consumer preferences towards sustainable food, potentially enhancing its market share and driving long-term revenue growth amid rising health consciousness.

PR Newswire

2/19/2026

Eat Just Sees Fivefold Demand Surge Amid $1.5B Market Growth

Eat Just's fivefold demand surge highlights a significant shift towards plant-based proteins, positioning the company to capture a larger share of the projected $2.3 billion egg white substitute market amid rising consumer preference for sustainable food options.

PR Newswire

1/16/2026

Eat Just Launches Just Egg in Germany, Targets Revenue Growth

By launching Just Egg in Germany, Eat Just positions itself to tap into the growing European plant-based market, potentially driving significant revenue growth and enhancing its competitive edge against traditional egg producers.

Yahoo

vegconomist - the vegan business magazine

12/23/2025

Eat Just Reports Significant Growth Amid US Egg Crisis

Eat Just's significant growth during the US egg crisis highlights the increasing demand for alternative protein sources, positioning the company favorably in a market ripe for disruption and potential investment opportunities.

VegNews.com

Green Queen Media

11/20/2025

Eat Just Expands Just Meat to 3,053 Walmart Stores

Eat Just's expansion of Just Meat to over 3,000 Walmart stores signals a significant shift in consumer access to plant-based proteins, potentially accelerating market growth and influencing traditional meat supply chains amid rising demand for sustainable food options.

The National Provisioner

Food & Wine