Breaking its growth down by retailer, JUST Egg saw an +86% surge at Walmart for the last four weeks of Q1 2020 compared to the last four weeks of Q1 2019, followed by a +69% increase at Safeway Norcal, and +47% at Kroger stores.
A spokesperson for the company said, "We’ve been focused on supporting our retail customers and supply chain, doing what we can to help our foodservice partners who are fighting the biggest threat they’ve ever faced and finding opportunities to donate to those in need."
As a result, the company is increasing output of its retail liquid JUST Egg and recently-launched folded JUST Egg products, which will be rolling out nationwide this month.
During its first full week on sale, JUST Egg Folded came out as the #3 SKU at a top 5 supermarket in the Frozen Breakfast Meals/Combos category. The new product also won a 2020 NEXTY Award for “Best New Frozen Product” from New Hope Network/Natural Products Expo West.
Now over a month into state-mandated shelter-in-place orders and with cooking becoming a regular part of most consumers’ daily routine, the company has observed a growing consumer interest in JUST Egg. According to a recent consumer panel of 300 adults between the ages of 18 and 49, 34% of consumers said that they are more interested in JUST Egg, 35% said they are cooking more frozen food, and 29% are eating more breakfast.
Taking note of consumers’ interest in cooking and discovering new recipes, the company launched its ‘JUST At Home’ campaign involving a series of 14 Instagram TV (IGTV) videos featuring the company’s chefs creating simple recipes from kitchen and fridge staples, – including an ‘Ultimate Breakfast Sandwich’, protein bowl, chocolate chip banana pancakes, and fried rice – which have garnered over 150,000 online views.