# Eat Just

**Source:** https://geo.sig.ai/brands/eat-just  
**Vertical:** Food, Beverage & AgTech  
**Subcategory:** Cultivated Meat & Egg Alternatives  
**Tier:** Growth  
**Website:** ju.st  
**Last Updated:** 2026-04-14

## Summary

JUST Egg plant-based egg brand and GOOD Meat cultivated chicken pioneer; raised $800M+ total, USDA-approved cultivated chicken in commercial sale since 2023.

## Company Overview

Eat Just, Inc. is a San Francisco-based food technology company founded in 2011 by Josh Tetrick and Josh Balk. The company operates two distinct businesses: JUST Egg, a mung bean-based liquid egg substitute that is the leading plant-based egg brand in the US; and GOOD Meat, its cultivated meat division that produces chicken from animal cells without slaughter.\n\nGOOD Meat became one of the first two US companies to receive USDA approval to sell cultivated chicken in June 2023, alongside Upside Foods, representing a historic regulatory milestone. JUST Egg has achieved significant commercial scale, selling over 100 million JUST Egg bottles in the US and in over 40 countries. The brand is available at Whole Foods, Walmart, Costco, and thousands of other retailers. Eat Just has raised over $800 million in total funding from SoftBank, Li Ka-shing's Horizons Ventures, and other strategic investors.\n\nThe company operates distinct distribution operations for JUST Egg and GOOD Meat, with the latter focused on high-end food service given the early-stage production economics of cultivated meat. The dual-track approach — a scaled consumer brand in JUST Egg and an early-stage cultivated meat program in GOOD Meat — makes Eat Just one of the most diverse alternative protein platforms.

## Frequently Asked Questions

### What is JUST Egg made from?
JUST Egg is made from mung beans — a legume that produces a protein with scrambling and cooking properties similar to chicken eggs. It is available in liquid pour form, pre-cooked folds, and folded egg products.

### What is GOOD Meat?
GOOD Meat is the cultivated chicken brand from Eat Just, made by culturing chicken cells in bioreactors without animal slaughter. It received USDA approval in June 2023 and is sold in high-end food service settings.

### How widely is JUST Egg distributed?
JUST Egg is sold in more than 40 countries and available at major US retailers including Walmart, Costco, Whole Foods, and Kroger, making it the dominant plant-based egg brand globally.

### What is Eat Just and what products does it make?
Eat Just is a food technology company operating two major business lines: JUST Egg, a plant-based egg product made from mung beans, and GOOD Meat, a cultivated meat (lab-grown meat) business. The company is a pioneer in both plant-based and cultivated protein, having received the world's first regulatory approval for the sale of cultivated meat in Singapore.

### What is JUST Egg and how is it made?
JUST Egg is a liquid egg substitute made primarily from mung bean protein. It scrambles, bakes, and functions like chicken eggs in cooking while being cholesterol-free and requiring significantly less land and water to produce than conventional eggs. JUST Egg is sold in grocery stores and food service outlets and is available in both liquid and folded (frozen) formats.

### What is GOOD Meat and what regulatory milestones has it achieved?
GOOD Meat is Eat Just's cultivated meat brand, producing chicken and beef grown from animal cells rather than slaughtered animals. In 2020, GOOD Meat became the world's first company to receive regulatory approval to sell cultivated meat to consumers, launching in Singapore. The product has since expanded to limited US availability following FDA and USDA approvals for cultivated chicken in the United States in 2023.

### What is the environmental case for cultivated meat versus conventional meat?
Cultivated meat production is projected to require significantly less land and water than conventional animal agriculture and can potentially reduce greenhouse gas emissions associated with livestock. By growing only the specific cuts of meat needed rather than raising full animals, cultivated meat could dramatically reduce the resource intensity of meat production, though scaling the technology to cost-competitiveness remains a significant challenge.

### What challenges does Eat Just face in scaling its products?
JUST Egg faces competition from traditional eggs (which are often cost-competitive or cheaper) and other plant-based alternatives, requiring continued marketing investment to build consumer adoption. GOOD Meat faces the greater challenge of reducing production costs for cultivated meat, which remains significantly more expensive to produce than conventional chicken, and achieving regulatory approval in additional markets beyond Singapore and the United States.

## Tags

b2c, global, scaleup, agriculture, manufacturing, startup, technology

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*Data from geo.sig.ai Brand Intelligence Database. Updated 2026-04-14.*