The egg situation in the US is not getting any better. Prices are soaring, bird flu is still rife, and the shelves are empty. Traditional chicken eggs are getting harder and harder to come by, and the government is scrambling to figure out the situation.
Recent reports suggest that imports of eggs from Brazil have doubled, for example, for products like cake mix and ice cream. Previously, they were only used for pet food. But for vegan egg brands, business has never been better. With the shelves empty of traditional chicken eggs, people are taking more notice of the abundantly available plant-based alternatives like Just Egg.
“Often, we’re the only egg option in stock, creating an unprecedented awareness opportunity in the plant-based category,” Just Egg CEO Josh Tetrick told VegNews. “I think this is the most important moment for any plant-based product ever. Americans want their morning omelets and scrambled eggs, and we’re here with a reliable, planet-friendly choice.”
As the chicken egg market struggles, Just Egg is enjoying a moment in the spotlight
Just Egg has seen unprecedented growth as a result of the breakdown in America’s egg supply. The company grew five times faster in February than it did in the same month in 2024. It is also growing five times faster than the chicken egg market. But it’s not just because people have no other choice; customers genuinely enjoy the product.
The brand’s liquid egg is made with mung beans, but it functions and tastes just like chicken egg-based alternatives. It’s the same with its folded egg, which is actually the number one egg patty and the number two frozen egg product in the whole country. “Traditional egg eaters consistently note that Just Egg tastes and functions exactly like chicken eggs,” says Tetrick, who adds that more than half of the people who try Just Egg come back for more.
Just Egg
The brand can keep up with demand because, unlike chickens, mung beans aren’t susceptible to bird flu. “A bean doesn’t have a respiratory system like birds,” adds the CEO. “It can thrive in dense conditions without the risk of disease.”
Since 2022, more than 148 million birds have been culled from egg and poultry farms because of bird flu, which, research suggests, is a direct result of cramped industrialized farming methods. The US is home to mega farms, or concentrated animal farming operations (CAFOs), which each house thousands of birds for the meat and egg industries.
The risk of bird flu is far more serious than egg shortages. It also poses a threat to human health. The disease has now mutated to the point where it can spread to mammals, and scientists are concerned that it could evolve to transmit from human to human. If that happens, we could be looking at another pandemic. Research also suggests that this could be particularly dangerous for young people. In March, one study found that while older adults may have antibodies against the virus due to previous flu outbreaks, children are more vulnerable due to a lack of immunity.
Just Egg
A more sustainable egg alternative
Chicken farming isn’t just a disease risk. The entire animal agriculture industry is also detrimental to the planet. It contributes to 14.5 percent of global emissions, drives deforestation, and pollutes the natural world and water supply with manure-contaminated runoff, for example. Plant-based ingredients, like the mung bean, however, don’t have anywhere near as much of an impact. In fact, a growing body of research encourages people to cut their animal product consumption and eat more plants for the sake of the planet.
“It’s simply a smarter way to produce eggs,” says Tetrick. “Consumer sentiment and global climate trends point toward a future where eggs just happen to come from plants.”
Just Egg isn’t alone. UK brand Crackd—which makes its own liquid vegan egg with pea protein—recently announced it would be expanding into the US as it seeks to take advantage of rising American demand for sustainable, plant-based chicken egg alternatives. “The egg industry shortage is expected to continue at least through 2025,” said Crackd president Jonathan Traub in a statement. “We think this is the perfect opportunity to provide a versatile, delicious—and available—answer for barren egg shelves and soaring prices in supermarkets.”
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Charlotte is a VegNews editor and writer based in sunny Southsea on England's southern coast.
