California-based food technology startup JUST recently set off on a tour of four major cities in the United States to sample its innovative mung-bean-based vegan eggs. The program involved food trucks, lounges, activations, and takeovers in Los Angeles, Chicago, and New York City, and was designed to engage the brand’s millennial target audience and educate consumers about the benefits of plant-based alternatives to chicken eggs. The company is ending its tour in San Francisco, where, until June 8, it is deploying a branded food truck and JUST Egg bike brigade of brand ambassadors sharing product samples across the city. “Los Angeles, Chicago, New York, and San Francisco are heavily populated with our target consumers for JUST Egg—urban millennials, young families, and people who are both eco-conscious but also conscious about what they’re eating,” Jordan Viola, Director of Brand at JUST, told VegNews. “They want to be thoughtful about the decisions they’re making, not only about what they eat at home, but when they go out, and with JUST Egg now available in retailers nationwide and a growing number of restaurants, they have a delicious, protein-packed, and more sustainable option.” In conjunction with the final leg of the tour, JUST Egg was added to the menu at San Francisco bakery La Boulangerie de San Francisco, where diners can now enjoy a JUST Egg wrap with sautéed spinach, mushrooms, marinated tomatoes, and a side of Middle Eastern tomato sauce. Earlier this year, JUST expanded its distribution of JUST Egg to Sprouts and Whole Foods Markets nationwide. In its first months on retail shelves and in restaurants, JUST has already sold the plant-based equivalent of 6.3 million chicken eggs.

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