On May 15 afternoon, JUST(of company of food science and technology takes Chinese name to be gotten to all be fed) media was held to communicate in Shanghai meeting, JUST Egg enters the egg of plant of the first product that announces this company chinese mainland market.
JUST company founds by two author Josh Balk, Josh Tetrick 2011, the star that is vegetable protein domain does poineering work one of companies, its investor includes Facebook to combine the CEO Marc Benioff of company of father Eduardo Saverin, Salesforce, li Jiacheng of Hong Kong plute.
Since founding, JUST company gross financing 220 million dollar, appraise value reachs 1.1 billion dollar.
China is JUST is in the first beyond North America mainland overseas market. November 2017, JUST company announces to roll out plant egg product, enter North America subsequently sale of channel of supermarket of many drug-store, Whole Foods, many 100 dining-room also rolled out cooperative dish to taste. In January 2018, egg of JUST Egg plant enters Hong Kong market.
The alleged plant egg that JUST company rolls out, main raw material is the gram that Inner Mongolia produces, but interfuse water, salt, oily, other protein forms flaxen liquid. This is JUST company's current brunt product. JUST company still was rolled out in North America flavor product JUST Mayo, return product of flesh of ongoing hair man-made.
Compare common egg, the protein content close of egg of JUST Egg plant, caloric, cholesterol, adipose content is reduced.
When cooking, the exterior of egg of this kind of plant, mouthfeel, quality of a material and egg fluid close, additional processing measure also does not need when cooking. Bigger difference depends on, the plant egg product of JUST does not apply to evaporate egg, hit fit to be cake raw material.
In the spot, the chef adviser of JUST company, before Danish embassy administration advocate egg of plant of Giovanni use JUST Egg made hutch much money food is tasted, include Yu Zi to burn, tomato fries an egg, wrap around Sa.
Giovanni says, frying in controlling a process, consumer is OK the egg juice that makes the fluid stereo of egg of JUST Egg plant break up.
" curiosity daily " tried Yu Zi to burn, tomato fries an egg, wrap around these dish taste Sa, compare common egg, the mouthfeel of egg of JUST Egg plant slants soft, quality of a material is close to the steamed stuffed bun in place of Chinese style meat more cortical, steamed twisted roll.
Also have some of difference actually in arrange process. Fry an egg in the tomato that make for example when, compare egg fluid, the liquid of JUST Egg finalizes the design harder.
These dish are tasted in egg of uses JUST Egg plant has been the V2 after reforming acting product. The product takes the place of before be being compared, the JUST Egg of V2 version improved problem of fabaceous fishy smell, quality of a material bouncier, it is certain to also was done to the problem that finalizes the design hard optimize.
But its price is quite high. The proposal retail price of egg of plant of a bottle of JUST Egg 88 yuan. The JUST Egg of single bottle 355ml is equivalent to 8-10 the quantity of the egg, convert comes down, be equivalent to every egg 8.8-11 about yuan.
JUST is in temporarily at present the plan of chinese mainland market with retail give priority to. Beijing east, Yue Heng of chain meal brand feeds collect to had begun egg of plant of sale JUST Egg, beijing east on 3 bottles of price 259 yuan.
JUST company still plans to garrison a horse, Ole' below Hua Runqi, business such as City'super exceeds channel, the solar eclipse that the sale channel of the plan still includes to know with place of humanness of cate nearsightedness frequency is written down, the channel sale such as cate of fruit of beans of cate cookbook community.
Outside retail channel, teaching consumer how to use cooked food of JUST Egg cooking is the most important segment actually. For example JUST company offers product foretaste inside associated office WeWork, the dish that invites news media to try JUST Egg is tasted.
The sale channel that afore-mentioned JUST cooperate also assumes the function that teachs consumer partly. Yue Heng will feed collect to will roll out a course that combined JUST Egg to taste this year in June, having the Yue Heng of 3 doors inn to eat part is current the first dining-room that JUST cooperates in chinese mainland market.
Solar eclipse is written down outside electric business medium of communication, the integrated sale that also offerred the cate experience that includes store of the door below nearsightedness frequency, line serves, the target is to promote consumer the acknowledge to this product.
The chef group of JUST company also is developing the cookbook of egg of plant of more use JUST Egg, include tomato to fry egg, sweet dumpling of stay of proceedings of bacterium of type of whip of corn evaporate bag, 100 sweet fruit, meaning.
China is JUST company is in the 2nd market beyond market of North America mainland. JUST company was being prepared last year enter chinese mainland market, had created the office in Shanghai at that time. Shanghai office is one of two offices with sole JUST, be in charge of the job such as electric business, operation.
China to vegetable protein company, especially plant egg product is a quite big market. China produced the egg of about 40% , also use up at the same time about the egg crop of 1/3.
But go up in Chinese market, the protein complement that egg of JUST Egg plant publicizes, environmental protection whether attract Chinese consumer to also be put in bigger question.
On Chinese market, JUST company is in with cate rich advocate rich of the small kitchen of Amanda, journey advocate the boy far away from home is short of waited for KOL to cooperate video, publicize the mouthfeel of egg of JUST Egg plant and egg close, but use fewer natural environment resource.
The CEO Josh Tetrick of JUST company says, the consumer that they locate is 21-45 year old consumer, pay attention to healthy meal, environmental protection.
But outside eliminate environmental protection, health, 88 yuan / this one higher price may affect bottle directly sales volume. Egg of JUST Egg plant is in China market price is high, because carry the addition of cost,having is for the most part relatively. After JUST company machines the United States of gram carry back of Inner Mongolia production, again carry back China. As quite, the price of JUST Egg is in single bottle on American market 8 dollars.
According to the plan, JUST company predicts to manufacturing company is created in China before the end of the year this year, so that reduce price of cost, depress.
On the other hand, the difference of Sino-US food also affects JUST Egg probably to be able to attract how many customer. JUST company is when egg of plant of JUST Egg of research and development, most those who begin to basically be paid attention to is plant raw material whether break up like egg fluid fry (Scramble) . This also is meant, the practice of meal of this kind of Chinese style does not have evaporate egg to be considered inside by personnel of research and development at first.
JUST company is most first a batch of vegetable protein companies that enter Chinese market. Other company of pulp of a few man-made also had entered Hong Kong, the near future also can be garrisoned chinese mainland.
Beyond Meat of element pulp company entered Hong Kong market last year in May, cooperate with Little Bao, Happy Paradise and dining-room of Home Beef & Liberty 3, also entered the City'super supermarket of Hong Kong. Company of another Impossible Foods also plans to enter chinese mainland.
