Eat Just Debuts Plant-Based Egg Jianbing With Street Vendors Across Shanghai

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Eat Just is rolling out a new Shanghai guide showcasing street vendors across the city who are serving 100% vegan versions of jianbing, the most popular street-style breakfast foods in China, made with the food tech’s famous plant-based JUST Egg. It marks the second campaign launched by the startup’s Future Food Studio in Shanghai, the country’s first dedicated plant-based culinary studio that first opened doors in September last year

Launching this Friday (April 30), the JUST Egg Jianbing Guide is San Francisco-based food tech Eat Just’s latest campaign in China, featuring Shanghai street vendors that are serving up 100% plant-based versions of jianbing. The guide is accessible via Eat Just’s Future Food Studio WeChat Mini Program, where users can browse through all the participating vendors who are remaking the popular convenience breakfast dish – which celebrates its own World Jianbing Day on the day of the launch – using the food tech’s mung bean-based vegan egg alternative.

JUST Egg jianbing.

Every time a customer decides to choose the plant-based JUST Egg version from participating vendors, they will unlock a coupon via the Mini Program that can be gifted to a friend who hasn’t yet tried the vegan jianbing. On the day of the launch, JUST Egg jianbing will be available to Shanghai residents for free across all featured street vendors – just for one day.

Eat Just will also open up a pop-up at the all-day breakfast café Egg as part of its jianbing campaign, where “creative flavours” will be showcased every morning for one month.  

It marks Eat Just’s second initiative under its Shanghai-based Future Food Studio, which opened last year to become China’s first-ever plant-based culinary studio where visitors can learn how to cook 100% vegan dishes from renowned chefs. Through its Mini Program, users can also access recipes, discounts and other regular updates from the food tech regarding their latest products and campaigns. 

Street vendor making a plant-based JUST Egg jianbing.

“Use the guide to find your nearest JUST Egg jianbing and enjoy a healthier meal that is also better for the environment, getting us closer to the goal of reducing our individual animal protein consumption by 2030,” said the company in a press statement. 

According to Eat Just, the JUST Egg requires 98% less water, has a 93% smaller carbon footprint and uses 86% less land than conventional animal sources of protein. 

Currently, Eat Just sells its products to consumers in the country through Chinese e-commerce giants JD.com and Tmall, and has even landed on the menu of Chinese fast food giant Dicos, who became the first QSR to swap an animal-based product with its plant-based version. 

At the time of the initial launch of the Future Food Studio in September 2020, the food tech’s CEO and co-founder Josh Tetrick told Green Queen Media that sales have been surging ever since the pandemic hit. Purchases of Eat Just products on the platforms JD.com and Tmall increased more than 40%, and the brand’s online store traffic recorded a significant jump. 

Eat Just’s new guide will feature vendors across Shanghai who are using JUST Egg to make vegan-friendly jianbing.

“We’re seeing more opportunities for collaboration and innovation from an increasing number of food producers and potential partners in China and across Asia,” commented Tetrick at the time. 

“China, in particular, will account for a large percentage of our future growth because consumer demand there is being driven by a desire for healthier, safer and more sustainable food products — both for the individual and collective benefit.”

In Singapore, Eat Just has grown its presence significantly through its cell-based venture Good Meat, and famously became the first in the world to gain regulatory approval to sell its cultured chicken to consumers. The company has since rolled out online delivery of its cultivated chicken through a partnership with Foodpanda.


All images courtesy of Eat Just.


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