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JUST Egg Snapshot Media
JUST Egg Snapshot Media
Top 50 Disruptors 100 Greatest Innovations World Changing Idea 10 Smartest Sustainable Products Best New Frozen Product
A JUST food system
Meal Breakfast.
99.2% JUST Egg owns 99.2% of the fastest growing category in the
plant-based protein space.1
Bottom line The most effective way to build a healthier food system is by
changing the most consumed animal protein, the egg.
(1) JUST Egg share of plant-based egg: 99%, 4 weeks ending 6/14/20, IRI Multi Outlet, Category defined as JUST, Follow Your Heart
Introducing JUST Egg
Human health
Cholesterol-free, antibiotic-free,
protein-packed and always non-GMO
Planet health
80%+ less land, water and carbon emissions
than conventional eggs
Sensory
Similar flavor, texture and color to chicken eggs
Category growth
Plant-based eggs are the fastest-growing plant-
based category – by far.
The egg is a daily protein source Growing, global consumption Most eaten breakfast item Most versatile food ingredient Massive global market
Eggs consumed per capita per From Asia to North America, over 65% of Americans eat eggs Used in tens of thousands of The egg is the fastest-
year below1 1.4T eggs are consumed yearly1 for breakfast every day2 products in the below categories growing of all animal proteins
Mexico
Japan
368
337
Asia
Europe
780.3B
188.2B
Eggs
Coffee
65%
58%
Egg aisle $122B $238B
U.S. 284 N. America 168.5B Foodservice $48.8B
Cereal 56%
China 255 C/S America 108.2B Frozen breakfast $8.9B
Africa 52.8B Sandwich 46%
Canada 253
Germany 235 Oceania 5.8B Bacon 42% Ingredients $73.2B
20+ proprietary steps from bean to protein. Our manufacturing technologies result in
highly functional, efficient protein.
Layers of
391,000 plant species IP Protection
JUST Egg
Formulation
Separation
Discovery
Continuous R&D, sourcing, engagement in national/international account sales, Warehousing, order to cash, customer marketing,
partner enablement, brand marketing trade marketing, merchandising
Norwalk, IA
150,000 sq ft facility
13
12
4
Partner / Investor Criteria 1. Eat Just est. 2012 8. Betagro est. 1967
Headquarters San Francisco, CA One of Southeast Asia’s largest food companies Bangkok, Thailand
Commitment to long-term innovation
High-quality, efficient manufacturing 2. Formula West est. 2019 9. Delivery Hero est. 2011
Eat Just owned and operated Appleton, MN The world’s leading local delivery platform Berlin, Germany
Significant retail, foodservice and industrial channel presence
3. Formula East est. 1928 10. Eurovo est. 1965
Partner owned and operated (Emsland) Emlichheim, Germany Europe’s largest egg processor Bologna, Italy
5. Michael Foods / Post Holdings est. 1908 12. Alianza Team est. 1999
U.S.’s largest processor of eggs and potatoes Minnetonka, MN One of Latin America’s largest edible oil and fat producers Bogota, Colombia
6. SPC est. 1945 13. Major Chinese CPG Partner est. TBD
South Korea’s leading food company Seoul, South Korea One of the largest food companies in the country China
September JUST Egg Folded launching in Kroger, America’s largest grocery store and Albertsons
Safeway to 1,950 points of distribution
JUST Egg expanding at Walmart to 1,900 points of distribution and launching at Food
Lion in over 900 points of distribution
(1) Cost per egg refers to farm-level costs defined as: pullet, feed, farm and infrastructure costs for conventional chicken eggs;
Retail points of distribution (on shelf and authorized) Foodservice/QSR points of distribution (today)
19,143 500
JUST Egg is the #1 growing egg
brand and #2 in loyalty
2019 First full year of sales Vtl Frm Lrg Brwn Egg 12 Ct 393,251 Cntr Hen Lrg Brwn Egg Usd 6 Ct 13,628
Total units
Cntr Hen Extr Lrg Brwn Egg 6 Ct 7,716
14
Vtl Frm Lrg Brwn Egg 12 Ct 324,145 Bl Sky Lrg Brwn Egg 12 Ct 13,604 Jdys Fml Frm Lrg Brwn 12 Ct 7,487
Orgn Vly Lrg Brwn Egg 12 Ct 247,932 Jdys Fml Frm Extr Lrg 12 Ct 13,480 Lry Sch Org Frm Lrg Brwn 12 Ct 7,300
854K Household Penetration1 Pt & Gry Lrg Brwn Egg 12 Ct
JUST Egg 12oz
174,426
134,838
Pt & Gry Extr Lrg Brwn Egg 12 Ct
Vtl Frm Jmb Brwn Egg 12 Ct
13,336
12,594
Jdys Fml Frm Extr Lrg Brwn 6 Ct
Uncl Eds Wld Hen Frm Lrg 6 Ct
7,224
6,359
12
Vtl Frm Asrtd Mdm Wht 18 Ct 110,409 Jdys Fml Frm Extr Lrg Brwn 6 Ct 11,756 Clvr Snm Lrg Brwn Egg 12 Ct 6,241
Orgn Vly Lrg Brwn Egg 6 Ct 92,917 Gvng Ntr Extr Lrg Brwn 12 Ct 11,714 Bl Sky Lrg Brwn Egg 12 Ct 6,215 10
12,369 Points of Distribution2 Orgn Vly Extr Lrg Brwn 12 Ct
Pt & Gry Lrg Brwn Egg 18 Ct
84,258
81,454
Jdys Fml Frm Lrg Brwn 12 Ct
Clvr Snm Lrg Brwn Egg 12 Ct
11,402
11,388
Nst Frs Lrg Brwn Egg 18 Ct
Lts Egg Rnc Lrg Brwn 12 Ct
5,920
5,842
Vtl Frm Lrg Brwn Egg 18 Ct 68,617 Hlst Acr Uncl Mxd Brwn 12 Ct 11,189 Rck Isl Extr Lrg Brwn Egg 12 Ct 5,732 8
Vtl Frm Lrg Brwn Egg 12 Ct 67,021 Frmr Hen Hs Jmb Brwn 12 Ct 10,129 Shnn Vly Lrg Brwn Egg 12 Ct 5,538
Nls Fr Rng Btr Stck Sea 8 Oz 14,522 Jrmh Cnn Wrl Bst Egs Lrg 12 Ct 7,945 Hmn Hrv Lrg Brwn Egg 6 Ct 4,437
(1) Nielsen Gvng Ntr Jmb Brwn 12 Ct 14,005 Uncl Eds Wld Hen Frm Lrg 12 Ct 7,928 Lts Egg Rnc Mdm Brwn 12 Ct 4,293
Month 1 Month 3 Month 5 Month 7 Month 9 Month 11
(2) On shelf and authorized Nielsen, total units sold, last 4 weeks ending 12/26/20,
(3) Projected EOY2020 excludes private label IRI, Monthly units per store per week average following product introduction
80
60
40
5/ 9
9
19
9
19
19
9
19
9/ 9
10 9
10 19
11/ 9
11/ 9
12 9
9
1/ 9
20
0
20
0
20
3/ 0
4/ 0
4/ 0
5/ 0
5/ 0
6/ 0
20
0
20
8/ 0
8/ 0
9/ 0
9/ 0
10 0
20
11/ 0
11/ 0
12 0
0
1/ 0
21
/1
/1
/1
/1
/1
/1
/1
/1
1
/1
/1
/1
/2
/2
/2
/2
/2
/2
/2
/2
/2
/2
/2
/2
/2
/2
/2
/2
2
3/
9/
7/
4/
1/
3/
7/
2/
5/
2/
1/
7/
5/
2/
1/
5/
8/
0/
29
10
26
12
15
28
23
21
18
24
/8
27
19
29
10
19
30
16
26
16
/6
15
12
22
24
21
13
9/
7/
/2
8/
6/
/2
3/
/1
/1
7/
2/
8/
/2
/2
9/
7/
8/
6/
3/
4/
6/
1/
7/
2/
12
10
12
JUST Egg Folded retail performance
First time ever a plant-based protein has reached #1 in a major category
JUST Egg Folded at a glance #1 frozen breakfast entree #1 in frozen breakfast at top 5 supermarket
in natural channel JUST Egg Folded velocity has grown 467% since launch
2 Countries
Jimmy Dean Brkfst Bowl Egg Sausage 8 Oz
Jimmy Dean Bacon Egg Pot Bowl 8 Oz
19.96
18.20
Bynd Mt Byn Ssg Spcy Mtls Pt Box 7.4 Oz
Aplg Org Mpl Chck Lnk Box Kp Frzn 7 Oz
36.41
30.49
Reds Eggwich Turkey Sausage Cheese 3.5 Oz 16.72 26.48
4,488
Aplg Ntr Svry Trky Pt Box Kp Frzn 7 Oz
Points of Distribution1 Jimmy Dean Sausg Egg Chs Croisant 18 Oz 15.82 Aplg Ntr Svry Trky Lnk Box Kp Frzn 7 Oz 23.16
Jimmy Dean Turkey Sausage Egg 20.4 Oz 15.17 22.11
4.9M
Vns Pwr Grn Frzn Rnd Wfl Box 9 Oz
Eggs2 Reds Eggwich Chicken Apple Ssg Cheese 3.5oz 14.44 Evl Egg Grn Chl Brt Brkf Wrp 6 Oz 20.59
Jimmy Dean Sausg Egg Chs Biscuit 18 Oz 12.88 Aplg Ntr Hrb Chck Lnk Box Kp Frzn 7 Oz 18.74
191K Cases3 Amys Breakfast Tofu Scramble Ogc 9 Oz 12.00 Vns Blbr Asrtd Kp Frzn Rnd Wfl Box 9 Oz 18.18
Galant Bennys Egg Pott Grn Chile Chs Wrp 8 Oz 11.88 Brch Bnd Kp Frzn Rnd Wfl Box 6.56 Oz 17.46
(1) IRI – Dec ‘20
(2) On shelf and authorized
SPINS; last 12 weeks ending 9/6/20, Frozen Breakfast Entrees; all items with ACV>10; u/s/m Nielsen, Last 4 Wks Ending 12/26/20; % growth vs 4 wks ending 4/18/20
(3) Projected EOY2020
based on units and stores selling calculation
30
46 48 43
20 37 40 37
41 39 38 41
34 32 31 31 31 33 34 32 32 32 32 35 37 34
30 32
10 23 24 25 25
17 19 19
10 13 14 13 13
8
4 6
0
4/ 0
20
4/ 0
4/ 0
5/ 0
20
5/ 0
5/ 0
5/ 0
0
20
6/ 0
6/ 0
0
20
7/ 0
0
20
20
8/ 0
8/ 0
9/ 0
20
9/ 0
9/ 0
10 0
10 0
20
10 20
11/ 0
20
11/ 0
11/ 0
11/ 0
12 0
0
12 20
12 20
20
21
/2
/2
/2
/2
/2
/2
/2
/2
/2
/2
/2
/2
/2
/2
/2
/2
/2
/2
/2
/2
/2
/2
/2
/2
/2
3/
5/
3/
7/
5/
2/
9/
6/
1/
8/
5/
1/
8/
3/
0/
7/
17
27
29
19
10
19
30
20
29
26
26
16
/6
12
12
15
22
24
31
14
21
28
23
13
/4
1/
/1
6/
/2
7/
8/
8/
/2
11/
/1
/1
/2
4/
7/
7/
6/
8/
9/
5/
3/
10
12
(3) Buyer at top 5 supermarket Retailer portal
JUST Egg Folded is #1 in grocery
SKU
Impossible Foods
Beyond Meat
Dr. Praeger’s
Gardein
MorningStar Farms
Whole Foods Market, Columbus, OH
JUST Egg is growing faster than the top-selling plant-based products
in conventional grocery
Sales Velocity Acceleration (YoY in Dollars/TDP)
100%+
60 – 100%
30 – 60%
10 – 30%
under 10%
Nielsen: plant-based milk and meat; IRI: JUST Egg; dollars/TDP January-June 2020 versus prior year; JUST Egg share of plant-based egg: 99%,
four weeks ending 6/14/20, IRI multi-outlet, category defined as JUST, Follow Your Heart
Egg is the fastest growing plant-based category — by far
Animal-based and plant-based dollar sales growth in 2019
Plant-based
Animal-based 192%
32% 34%
18% 18%
5% 6% 2% 8% 3% 3% 6%
0.1% 1%
-1%
-10%
Younger
65% of households between 25-54
Higher Income
66% of households make over $70,000/year
Educated
79% have some college education
Diverse
23% African American
27% Hispanic
Majority of consumers think society will In how many years do you think society will be eating fully plant-based?
1–8 32%
Health is the driver What are the reasons you’ve purchased a plant-based product?
COVID-19 is accelerating
I am eating fewer animal products since the COVID-19 pandemic began.
plant-based preferences
Agree 57%
Neither agree nor disagree 21%
Disagree 22%
Consumers believe an
Plant-based eggs are healthier than their animal-based counterparts.
Agree 52%
Human Planet
Cholesterol (per 50g)1 Saturated Fat (per 50g)1 Protein (per 50g)1 Water (L/1.5oz)2 CO2e (kg/1.5oz)3 Land (m2/1.5oz)4
200 4.5 14 700 2.5 2
100 1
2 5.9
6 300
80 5.8 1 0.8
JUST Egg has 0% cholesterol JUST Egg has 69% less saturated JUST Egg has about the same JUST Egg uses 98% less JUST Egg has 93% smaller carbon JUST Egg uses 86% less land
compared to eggs fat than eggs protein as eggs water than eggs footprint than eggs than eggs
(1) Average nutritional of JUST Egg Liquid and JUST Egg Folded combined; egg, whole, cooked, hard-boiled;
chicken, ground, raw; pork, fresh, ground, raw; beef (ground sirloin 90% lean, broiled patty)
(2) Water Footprint (3) FAO (4) Deep Dyve
Thousands of consumers are raving about JUST Egg Build brand
Manhattan, NY
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