After just one week on shelves, vegan product JUST Egg outsold all of its category competitors—including chicken-based liquid eggs—at one major retailer, according to evidence gathered by California-based technology startup JUST. The data—compiled by an analytics firm which does not disclose identifying data about retailers—shows that the mung bean-based egg replacer surpassed sales of a private-labeled product and various sized cartons of brand Egg Beaters in the liquid egg substitute category. Earlier this month, JUST Egg began rolling out to stores (such as Wegman’s, Hy-Vee, and Fresh Thyme) where it is stocked alongside animal-based liquid eggs. “We’re grateful to see this extraordinary sales data,” JUST CEO Josh Tetrick told VegNews. ‘We’ve always said that if you make it easy for good people to eat well, they will.” In addition to JUST Egg’s stellar performance, during the four-week period ending on September 9, 2018, the company’s vegan treat JUST Cookie Dough was the second best-selling product in its category at a top regional retailer, surpassing similar products made by Nestle and Pillsbury. This week, JUST Egg will debut at Gelson’s locations across Southern California before expanding distribution to other outlets in the coming months.