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Just One Protein Launches Nationwide at Whole Foods Market

via Business Wire

Protein powder moves from supplement to essential staple

Eat Just, Inc., a company that applies cutting-edge science and technology to create healthier, more sustainable foods, announced today the launch of its Just One protein, available in U.S. locations of Whole Foods Market.

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With just one pure ingredient and the highest protein per serving on the market, Just One makes everyday recipes effortlessly protein rich.

With just one pure ingredient and the highest protein per serving on the market, Just One makes everyday recipes effortlessly protein rich.

Introducing Just One, the first protein designed as a true kitchen staple. With just one pure ingredient and the highest protein per serving on the market, Just One makes everyday recipes effortlessly protein rich. Bake protein‑packed cookies, blend into creamy smoothies, or use to make fluffy, filling pancakes. It’s as indispensable to the modern kitchen as salt, flour, and olive oil.

Just One is made from the protein of mung beans, one of the most nutrient-rich and sustainable crops on the planet.1 This single, non-GMO ingredient delivers the most protein per gram of any protein on the market, while also introducing a new kitchen tool to make a wide variety of protein-packed foods, from muffins to pasta and ice cream.

“We spent years trying to find a clean, single ingredient protein that could make it a little easier to eat better,” said Joshua Tetrick, CEO and Co-founder of Eat Just. “We’re so excited to see what folks make with it.”

While consumers can add many traditional protein powders to dishes like oatmeal or pancakes, it isn’t functional in cooking and often makes food grittier or denser, not better. As the first truly “functional protein,” Just One is creating an entirely new category. The company’s proprietary protein separation technology maintains the integrity of the protein during processing, allowing the resulting protein ingredient to gel, emulsify, leaven, bind and more. The protein is the same ingredient that powers Eat Just’s award-winning Just Egg brand.

“My chefs and I have fooled around with Just One in our kitchens for the last six months. We’re in love,” said Andrew Zimmern, famed Chef and TV host. “From pumpkin bread to mushroom meatballs and silky smoothies, this single ingredient can do it all. It’s best in class.”

This launch comes at a time when consumers are seeking to add more protein to their diet, while demanding ever cleaner and simpler ingredients:

  • 85% of Americans want to consume more protein in 2025, according to a survey by Edelman2
  • 81% of Americans say it’s important to them to purchase clean label food products, according to Acosta Shopper Insights3

In addition to its versatility, Just One’s nutritional performance is also unequaled for applications like blended shakes and smoothies. With just a single, non-GMO ingredient, Just One has the most protein per gram of any leading protein powder.4 Just One is a complete protein, containing all nine essential amino acids. And it has more total essential amino acids than whey, pea or soy protein, the conventional sources of consumer protein powders.5

Just One is also available in three additional varieties: Just One + Chocolate + Peanut Butter, Just One + Maple + Banana, and Just One + Vanilla + Chai. These products pair Just One with real, natural ingredients like cashews, chai spices, and premium Guittard cocoa for even easier, delicious shakes and smoothies. The 12 oz. items come in premium, reusable aluminum tins. In addition to Whole Foods Market, the original flavor is also available online at Purple Carrot.

About Eat Just, Inc.

Eat Just is a food technology company with a mission to build a healthier, safer and more sustainable food system. Eat Just is the maker of Just Egg, the award-winning and category-creating plant-based egg. Available at Walmart, Target, Safeway, Kroger, and major retailers and restaurants nationwide, Just Egg has sold the equivalent of over 500 million+ eggs since its launch. The company has been recognized as one of Fast Company’s "Most Innovative Companies," Entrepreneur’s "100 Brilliant Companies," CNBC’s "Disruptor 50" and a World Economic Forum Technology Pioneer.

 

1 “The Untapped Potential of Mung Beans for Alternative Proteins,” Good Food Institute - APAC (2023)

2 Edelman Data X Intelligence on behalf of Chobani, N=1,000, 10/25/24-11/1/2024

3 Acosta Group, Shopper Insights, survey conducted Jan. 19-22, 2024

4 Among leading protein powders at major natural retailer. Not including collagen supplements.

5 Acid Hydrolysis test; Internal testing compared with data published by Gorissen, S. H., Crombag, J. J., Senden, J. M., Waterval, W. H., Bierau, J., Verdijk, L. B., & van Loon, L. J. (2018). Protein content and amino acid composition of commercially available plant-based protein isolates. Amino acids, 50, 1685-1695.

With just one pure ingredient and the highest protein per serving on the market, Just One makes everyday recipes effortlessly protein rich.

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