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JUST - Confidential - Do not copy or distribute
JUST - Confidential - Do not copy or distribute
Sustainability JUST Egg uses 98% less water with a 93% smaller carbon footprint than animal proteins.
Healthy, sustainable protein for breakfast
Growing the category Our consumers want a healthy, sustainable protein
for breakfast and are often new to the egg category.
HealthJUST Egg is free of cholesterol and packed
with as much protein as animal proteins.
The egg The world’s simplest but most transformational cooking ingredient, reimagined with plants.
How we do it
JUST - Confidential - Do not copy or distribute
We found a bean that scrambles like an egg
Name Mung Bean
Functionality Gelation
Grown globally India, China, Africa
Regulatory 7th plant protein isolate to receive
“GRAS-No Questions” letter from FDA
Our engineers commercialized it
We remove protein from the mung bean at our facility in
Appleton, MN which processes 250,000+ egg equivalents/day
Our chefs made it delicious
I had to check the label twice to make sure what was on my plate
didn’t come from a chicken.
-Bon Appétit
Michael Foods brings JUST Egg to everyone
Michael Foods, the largest supplier of eggs to restaurants and other foodservice
locations (e.g., schools, stadiums, hospitals, large chains) will be manufacturing and
distributing JUST Egg in the United States.
Michael Foods supplies 1.2B lbs of eggs to the foodservice industry. Now selling plant eggs.
= 10M lbs of eggs
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JUST Egg Folded Awarded Best New Frozen Product at Expo West’s NEXTY Awards 2020
Simply pop it in a toaster, microwave, oven, or skillet
Made from plants No cholesterol Non-GMO 7g of protein/serving Use less water and carbon emissions than conventional chicken eggs Retail: 6/8oz Foodservice: 120/2oz
JUST - Confidential - Do not copy or distribute
JUST Egg I had to check the label twice to make sure what was on my plate didn’t come from a chicken. —Bon Appétit
Great for omelets, frittatas, or a simple scrambled egg dish
Made from plants No cholesterol Non-GMO 5g of protein/serving Use less water and carbon emissions than conventional chicken eggs Retail: 6/12oz Foodservice: 15/2lbs
JUST - Confidential - Do not copy or distribute
Retail
JUST - Confidential - Do not copy or distribute
JUST saw the biggest distribution gain of any egg supplier.
Egg buyer, top 5 National retailer
JUST - Confidential - Do not copy or distribute
4/28/19 7/7/19 10/6/19 11/10/19 11/17/19 12/22/19 12/28/19 4/12/20 5/17/20
In a top 5 supermarket, JUST Egg continues to surpass top selling categories
Source: Nielsen, top 5 supermarket; all competitive items are based on avg units per store per week, 4 weeks ending 12/28/2019 due to data availability; $ growth 4 wks vs prior year; JUST data retrieved from retailer portal, excludes private label products and ACV < 10
14 u/s/w
surpassing plant-based yogurt
18 u/s/w
surpassing breakfast meals
21 u/s/w
surpassing cold cereal
22 u/s/w
surpassing liquid eggs
27 u/s/w
surpassing breakfast sandwiches
40 u/s/w
surpassing almond milk27 u/s/w
Highest dollar growth plant-based food protein
64 u/s/w
surpassing 80% of all egg skus
JUST Egg Launch
Jan ‘20 May ‘20Jan ‘20 May ‘20Jan ‘20 May ‘20Jan ‘20 May ‘20Jan ‘20 May ‘20 Jan ‘20 May ‘20
JUST - Confidential - Do not copy or distribute
Source: IRI, units per store per week, Last 4 ending 5-17-20 vs 1-26-20; Whole Foods Last 4 ending 5-30-20 vs 2-2-20 via retailer portal
Total US Grocery
JUST Egg velocities are erupting this year Velocity in Grocery has grown 66% since January with large gains at top national and regional grocers
WalmartWegmansPublixKroger
+66%
+89%
+55%+97%
+66%
Whole Foods
+105%
JUST - Confidential - Do not copy or distribute
$1
$2
$3
$4
$5
$6
$7
$8
$9
$10
14
28
42
56
70
5/5/19
5/12/19
5/19/19
5/26/19
6/2/19
6/9/19
6/16/19
6/23/19
6/30/197/7/19
7/14/19
7/21/19
7/28/19
8/4/19
8/11/19
8/18/19
8/25/199/1/19
9/8/19
9/15/19
9/22/19
9/29/19
10/6/19
10/13/19
10/20/19
10/27/19
11/3/19
11/10/19
11/17/19
11/24/19
12/1/19
12/8/19
12/15/19
12/22/19
12/29/19
1/5/20
1/12/20
1/19/20
1/26/20
2/2/20
2/9/20
2/16/20
2/23/20
3/1/20
3/8/20
3/15/20
3/22/20
3/29/20
4/5/20
4/12/20
4/19/20
4/26/20
5/3/20
5/10/20
5/17/20
5/24/20
Significant velocity increase following first price promotion in July
Source: Retailer portal; dates above are week ending, u/s/w based on stores selling; Top selling stores based on week ending 5/24/20Avg PriceUnits/Store/Week
$6.99 EDLP &X-mas seasonality
Top selling stores UnitsLake Grove (NY) 444Bayhill (FL) 277Brooklyn (NY) 231Newport News (VA) 228Schaumburg (IL) 214Uptown Charlotte (NC) 212Alamo Quarry (TX) 211Miami (FL) 209Galleria (MO) 203Evergreen Park (IL) 191Pembroke Pines (FL) 190Altamonte Springs (FL) 184Commack (NY) 180Ponce De Leon (GA) 176Schererville (IN) 173Blossom Hill (CA) 172Easton (OH) 168Fort Greene (NY) 168Harrison (CA) 167Boca Raton (FL) 165
$4.99 EDLP $3.99 Promo
At a top 5 supermarket, JUST Egg’s velocity has grown 10x since last year’s launch, reaching 69 u/s/w 21% of stores selling over 100 u/s/w
2018 2019
2,570,734
1,109,397
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A leading natural grocer doubled its category sales, led by JUST Egg
JUST Egg 44%
Source: Nielsen, Last 12 Weeks Ending 3/21/20, Egg Substitutes. Sales in USD. Leading Natural Grocer
+132%
Whole Foods flagship store Austin, TX
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Source: IRI, Total US-Multi Outlet, Egg Substitutes category, Week Ending 5/17/2020; Dollars per Store per Week, all items with ACV> 10, excludes private label
JUST Egg is #1 in the category
Avg. weekly $ per store selling
JUST Egg 12oz
Egg Beaters 32oz
Egg Beaters 30oz
Egg Beaters 16oz
Egg Beaters 15oz
$36.33
$12.34
$12.89
$25.27
$33.67
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Top 10 selling stores Units/Week
Chandler (AZ) 160
Alamo Quarry (TX) 92
Columbus (OH) 89
Schererville (IN) 80
Virginia Beach (VA) 74
Lynnwood (WA) 67
Birmingham (AL) 65
Midtown Houston (TX) 65
Lake Grove (NY) 62
Commack (NY) 59
In a top 5 supermarket, JUST Egg Folded velocity quadrupled since launch After two months, JUST Egg Folded is the #1 egg patty and #2 frozen breakfast
Source: Retailer Portal, Units/Store/Week; Top stores selling week ending 5/24/20
$1
$2
$3
$4
$5
$6
$7
$8
5
10
15
20
3/29/20 4/5/20 4/12/20 4/19/20 4/26/20 5/3/20 5/10/20 5/17/20 5/24/20 5/31/20
Avg PriceUnits/Store/Week
Cracking the waffle monopoly: JUST Egg Folded is #2 in frozen breakfast at a top 5 supermarket
Source: Buyer report, ending week of 6/1 Frozen frittatasFrozen frittatas Omelet bites Omelet Bites
Breakfastsandwich
Breakfastsandwich
Breakfastsandwich
Breakfastsandwich
Gluten-free waffles
Gluten-free waffles
Gluten-free waffles
Classic waffles
Classic waffles
Classic waffles
Classic waffles
Classic waffles
Classic waffles
Multigrain waffles
Multigrain waffles
Multigrain waffles
Gluten-free breakfastsandwich
Breakfast bowl
Breakfastsandwich
Breakfastsandwich
Breakfastsandwich
Breakfastsausages
Breakfastsausages
Egg White BowlEgg white patties
Made from plants (not chickens)
Egg
4 folded plant eggsServing suggestionPerishable – Keep Frozen
NET WT 8 OZ (227g)
Made from plants (not chickens)
Egg
4 folded plant eggsServing suggestionPerishable – Keep Frozen
NET WT 8 OZ (227g)
Frozen frittatasFrozen frittatas Omelet bites Omelet bites
Breakfast bowlBreakfast bowl Breakfast bowl Breakfast bowl
Gluten-free waffles
Gluten-free waffles
Gluten-free waffles
Homestyle waffles
Homestyle waffles
Homestyle waffles
Homestyle waffles
Homestyle waffles
Homestyle waffles
Blueberry waffles
Blueberry waffles
Blueberry waffles
Chia Quinoa waffles
Chia Quinoa waffles
Chia Quinoa waffles
Belgian waffles
Belgian waffles
Belgian waffles
French toast waffles
French toast waffles
French toast waffles
Protein waffles
Protein waffles
Protein waffles
Protein waffles
Protein waffles
Protein waffles
Protein waffles
Protein waffles
Protein waffles
Gluten-free breakfastsandwich
Breakfast bowl
Breakfastburrito
Breakfastburrito
Breakfastburrioto
Breakfastburrito
Breakfastburrito
Breakfastburrioto
Egg White BowlEgg white patties
Frozen frittatasFrozen frittatas Omelet bites Omelet Bites
Breakfastsandwich
Breakfastsandwich
Breakfastsandwich
Breakfastsandwich
Gluten-free waffles
Gluten-free waffles
Gluten-free waffles
Classic waffles
Classic waffles
Classic waffles
Classic waffles
Classic waffles
Classic waffles
Multigrain waffles
Multigrain waffles
Multigrain waffles
Gluten-free breakfastsandwich
Breakfast bowl
Breakfastsandwich
Breakfastsandwich
Breakfastsandwich
Breakfastsausages
Breakfastsausages
Egg White BowlEgg white patties
Made from plants (not chickens)
Egg
4 folded plant eggsServing suggestionPerishable – Keep Frozen
NET WT 8 OZ (227g)
Made from plants (not chickens)
Egg
4 folded plant eggsServing suggestionPerishable – Keep Frozen
NET WT 8 OZ (227g)
Frozen frittatasFrozen frittatas Omelet bites Omelet bites
Breakfast bowlBreakfast bowl Breakfast bowl Breakfast bowl
Gluten-free waffles
Gluten-free waffles
Gluten-free waffles
Homestyle waffles
Homestyle waffles
Homestyle waffles
Homestyle waffles
Homestyle waffles
Homestyle waffles
Blueberry waffles
Blueberry waffles
Blueberry waffles
Chia Quinoa waffles
Chia Quinoa waffles
Chia Quinoa waffles
Belgian waffles
Belgian waffles
Belgian waffles
French toast waffles
French toast waffles
French toast waffles
Protein waffles
Protein waffles
Protein waffles
Protein waffles
Protein waffles
Protein waffles
Protein waffles
Protein waffles
Protein waffles
Gluten-free breakfastsandwich
Breakfast bowl
Breakfastburrito
Breakfastburrito
Breakfastburrioto
Breakfastburrito
Breakfastburrito
Breakfastburrioto
Egg White BowlEgg white patties
Foodservice
JUST - Confidential - Do not copy or distribute
JUST Egg products are nearly indistinguishable from their ‘real’ counterparts – they taste like eggs, cook like eggs and can bake like eggs.
JUST - Confidential - Do not copy or distribute
Because of the innovation of this type of a product, there’s really nothing else like it.
Chef Rob Morasco, Senior Director of Culinary Development, Sodexo
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Source: Reuters The Fiscal Times
There are many plant-based burgers, but only one JUST Egg
Each year, McDonald’s USA buys approximately 1 billion pounds of beef, and 2 billion eggs
Plant-based Burger Plant-based Egg
Awesome / Incredible (Nestle) JUST EggLightlifeImpossibleBeyondDr. Praeger’sGardeinMorningstar Farms
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JUST Egg Frittata outsold the egg equivalent by 25%• 55% of customers are purchasing in the afternoon • Mission/environmentally focused and vegans/vegetarians
make up most of the new LPQ customers
Source: LPQ sales data
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JUST Egg helps Silver Diner grow faster than the competitionSilver Diner, the largest diner chain in the US, is a leading plant-based menu innovator
JUST Eggs Benedict
JUST Egg Performance • Over 150 JUST Egg servings per location per week • Sales have doubled in last 6 months, expanding to
3 menu items • Major driver of sales & customer growth
Plant-based growth • 2/3rds of all new menu items are plant-based • Double digit annual growth while competition shrank
due to doubling their plant-based menu sales
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JUST Egg #1 breakfast item at Gregory’s CoffeeCase Study: Gregory’s Coffee (30 location, New York-based coffee chain)
Performance • JUST Egg #1 breakfast item chain-wide • Accounts for 40% of all breakfast sandwich sales, outselling
conventional egg options including the popular “New Yorker” • Selling 2x spicy avocado toast, the former top selling breakfast item
Growth • JUST Egg sales didn’t cannibalize other items • Average check size increased
1. New sandwich sales to people formerly only ordering coffee 2. Price premium increasing average purchase price
• During recent World Vegan Day promo, JUST Egg sales increased 10x while high traffic stores sold out by noon
Customers • JUST Egg customers are loyal – while sales of other items fluctuate based on traffic, JUST Egg sales are consistent and growing
• Customers skew toward millennials, health & wellness focused; 51% female, 49% male
Source: ERP Data & Management interview conducted Jan 2020
Impact
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JUST Egg uses 98% less water
Surface and Groundwater ConsumptionLiters of surface and groundwater consumed per 1.5 oz, and per 1 kg, of product.
We calculate the total amount of surface water and groundwater consumed within the supply chains of JUST Egg, measured in terms of liters. This indicator is synonymous with and described elsewhere as “blue water.”
Greenhouse Gas (GHG) EmissionsKilograms of GHGs emitted per 1.5 oz, and per 1 kg, of product.
GHGs are chemicals that contribute to global climate change. In global agriculture, the most significant contributors to climate change are land conversion (e.g., forested areas and marshes converted to cropland), enteric fermentation by cattle and other ruminants, manure applied to pastureland, and the production and use of synthetic fertilizers (IPCC, 2014).
Our model accounts for these emissions from our supply chain, measured in kilograms of CO2e.
JUST Egg has a 93% smaller carbon footprint
JUST Egg uses 86% less land
Land Use Square meters of land required to produce 1.5 oz and 1 kg of the main ingredient being compared.
Mung bean and other ingredients in JUST Egg are the principle components in the land use assessment for JUST Egg.
Marketing Support
JUST - Confidential - Do not copy or distribute
JUST - Confidential - Do not copy or distribute
Digital (May 2020 web traffic, 288k) • Always-on search and remarketing campaigns • Digital video and display campaigns targeting plant-based
buyers and allergy families
Social (Facebook likes, 325k; Instagram, 154k) • EarthEveryDay campaign on Facebook and Instagram
targeting sustainably-minded audience • “Plant-based for breakfast, 15-day challenge” influencer
campaign • Folded launch influencer campaign • “JUST At Home” Instagram TV series • #BrunchForMom giveaway campaign
Partnerships • Partnerships with #1 food allergy advocacy organization
and #1 food allergy app • Media partnership with Mind Body Green
Print • Print ads in Thrive and Mantra magazines
2
UPCOMING: Integrated digital, print and experiential awareness campaigns this summer, fall, and around the holidays.
Awareness building Highlights
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Load-to-card Offers distributed to targeted shopper apps among 12+ retailers.
Rebates JUST coupon/rebate tool Facebook “chat-bot" rebate campaign Ibotta Earth Month partnership Ibotta Folded launch
Mail Co-op FSI mailer to 29 million households
Sponsored Search Live on Instacart and 6+ retailers.
3
UPCOMING: Additional load-to-card offers, Ibotta promotions, November Co-op FSI, in-store demo’s, and e-commerce banners, offers, and sponsored search.
A better egg.
Save $1.50 on JUST Egg
CONSUMER: Limit one coupon per purchase of product indicated. Limit of two like
coupons in same shopping trip. Consumer pays sales tax. Coupon may not be bought,
reproduced, transferred or sold. No cash value. No cash back. Void where taxed, restrict-
ed or prohibited. May not be combined with any other o�er or promotion.
RETAILER: Eat JUST, Inc. will reimburse the face value of this coupon, plus 8 cents
handling in accordance with our redemption policy (copy available upon request). Void
where prohibited, taxed or restricted by law. Cash Value: 1/100¢. Mail coupons to:
Eat JUST, Inc. Mandlik & Rhodes, PO Box 490 Dept #1254, Tecate, CA 91980.
Exp: 06/30/2020MANUFACTURER COUPON 0191011-123150
Made from plants, JUST Egg is free of cholesterol and has a
93% smaller carbon footprint than conventional chicken eggs.
It’s a better egg, for you and the planet. Find out more at ju.st
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Shopper marketing Highlights
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