It’s not every day you get to see something that blows your mind.José Andrés Award-winning chef and one of TIME’s 100 most influential people
Top 50 Disruptors World Changing Idea100 Greatest Innovations 10 Smartest Sustainable Products Best New Frozen Product
A JUST food system
(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
Mission A food system that nourishes human and planet health.
Meal Breakfast.
How Eggs from plants — through a highly scaleable business model.
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.
Made from plants The primary ingredient is the mung bean, a legume that’s been in the food system for over 4,000 years and is consumed all over the world.
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.
Introducing JUST Egg
Data published in July 2020 by FAIRR.
(1) FAO database(2) OnePoll, 2019
The egg is a daily protein source Eggs consumed per capita per year below1
Growing, global consumption From Asia to North America, over 1.4T eggs are consumed yearly1
Most eaten breakfast item 65% of Americans eat eggs for breakfast every day2
Most versatile food ingredient Used in tens of thousands of products in the below categories
Mexico 368Japan 337U.S. 284China 255Canada 253Germany 235
Asia 780.3BEurope 188.2BN. America 168.5B
C/S America 108.2BAfrica 52.8BOceania 5.8B
1.4 trillion chicken eggsThe chicken egg is the most consumed animal protein
Eggs 65%
Coffee 58%
Cereal 56%
Sandwich 46%
Bacon 42%
Egg aisle $122B
Foodservice $48.8B
Frozen breakfast $8.9B
Ingredients $73.2B
$238B
Massive global market The egg is the fastest- growing of all animal proteins
laid per year
JUST EggFormulationSeparationDiscovery
Layers of IP Protection
Discovery/machine learning Separation Formulation(Multiple patents and trade secrets) (Multiple patents and trade secrets) (Multiple patents and trade secrets)
20+ proprietary steps from bean to protein. Our manufacturing technologies result in highly functional, efficient protein.
391,000 plant species
JUST Egg proprietary technology platform
Developing the optimal egg for human and planet health
R&D Platform Discovery/Machine Learning, Separation, Formulation
150 (52 in R&D) team members
14 scientific disciplines
5 Michelin-starred chefs
14 manufacturing facilities 1.2 billion pounds of eggs a year
Major fast food chains, independent restaurants, foodservice distributors
Norwalk, IA 150,000 sq ft facility
Warehousing, order to cash, customer marketing, trade marketing, merchandising
JUST Egg Product Partner revenue
JUST Egg Formula Eat Just revenue
Continuous R&D, sourcing, engagement in national/international account sales, partner enablement, brand marketing
Separation and formulationDiscovery and machine learning
JUST Egg Formula sales to partner
The business model is highly scaleable Case study: Partnering with the world’s largest egg processor
1. Eat JustHeadquarters
est. 2012 San Francisco, CA
2. Formula WestEat Just owned and operated
est. 2019 Appleton, MN
3. Formula EastPartner owned and operated (Emsland)
est. 1928 Emlichheim, Germany
4. Formula SouthPartner owned and operated (TBD)
est. 2020/21 Asia
5. Michael Foods / Post HoldingsU.S.’s largest processor of eggs and potatoes
est. 1908Minnetonka, MN
6. SPCSouth Korea’s leading food company
est. 1945 Seoul, South Korea
7. Grupo BimboWorld's largest bakery company
est. 1945 Mexico City, Mexico
8. BetagroOne of Southeast Asia’s largest food companies
est. 1967 Bangkok, Thailand
9. Delivery HeroThe world’s leading local delivery platform
est. 2011 Berlin, Germany
10. EurovoEurope’s largest egg processor
est. 1965 Bologna, Italy
11. PHWGermany’s largest poultry producer
est. 1932 Bremen, Germany
12. Alianza TeamOne of Latin America’s largest edible oil and fat producers
est. 1999 Bogota, Colombia
13. Major Chinese CPG PartnerOne of the largest food companies in the country
est. TBD China
Our global infrastructure 5 Michael Foods
(See case study)12
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Partner / Investor Criteria Commitment to long-term innovation High-quality, efficient manufacturing Significant retail, foodservice and industrial channel presence
Notable recent milestones
June 40M eggs sold Five-year agreement with Michael Foods (a division of Post Holdings), the world’s largest processor of eggs CNBC Disruptor 50 12,000 retail points of distribution
July Fastest growing plant-based protein in conventional grocery #1 selling frozen breakfast item at Whole Foods Market (First time ever a plant-based protein has reached #1 in a major category) #1 frozen breakfast in the natural channel #9 selling egg SKU in the U.S.
August 50M eggs sold First protein production at JUST European facility 635K household penetration
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
October 60M eggs sold Launch of the JUST Egg’s Future Food Studio in China Michael Foods handling all JUST Egg Case orders for foodservice 701K household penetration
December / January
JUST Egg new, improved launch Walmart and Whole Foods Market Canada launch JUST Egg One of China’s top three fast food chain “upgrades” all egg sandwiches to JUST Egg 19,000 retail points of distribution
JUST Egg 2019: first full year of sales
JUST Egg Folded 2020: first year of sales
(1) Cost per egg refers to farm-level costs defined as: pullet, feed, farm and infrastructure costs for conventional chicken eggs;JEF costs for JUST Egg are equivalent to farm-level costs
19,143Retail points of distribution (on shelf and authorized)
500Foodservice/QSR points of distribution (today)
JUST Egg is seeing explosive growth across the U.S. 60M+ eggs sold
JUST Egg is the #1 growing egg brand and #2 in loyalty
All branded items Proj $ % Chg YAJUST Egg 367.1Sunnyside Farms 338.3Kreher’s 263Ctl Br 250.4Great Eggs 141.5Rose Acre Farms 123.2Martin'S 112.9The Farmer'S Hen 85.1Crystal Spring 80.9Penny Smart 78.6Nature’s Touch 70.5Sunups 45Fit & Active 43.4Sunny Meadow 42Clover Valley 40.5First Street 37.9Mitlitsky 35.8The Happy Egg Co. 35.1Sun Valley 35Hickman’s 33Food Club 31.7Weis 30.8Hillandale Farms 30.7365 29.7Petaluma Farms 28.8Midwest Egg Farmers 27.5Sunshine Farms 24.6Dutch Farms 24.3Sauder’s 24Publix 23.9Vital Farms 23.8
All branded itemsDollar Loyalty (Share of $ Requirements)
Kirkland 48
JUST Egg 47.5Hill Country Fare 47.1Great Value 37.7Market Basket 37.6Wellsley Farms 33.7Petaluma Farms 33.5Kroger 33Stater Bros. Markets 31.5Wegmans 31.3Nature'S Touch 31.1Hy-Vee 30.7Eggland’s Best 30.2Weis 29.6Cub 29.5Hannaford 29.2Meijer 28.9Ctl Br 28.8Sunny Meadow 27.7Sun Valley 27.5Member’s Mark 27.3Martin’s 27.3Vital Farms 27.2Lucerne 27.1Giant Eagle 26.8Price Chopper 26.6Publix 26.4Oakdell Egg Farms 26.1Jewel 26.1Sunups 25.8Best Choice 25.1
#1 fastest growing egg brand in grocery (+367% $ vs prior year)
#1 loyalty within branded eggs #2 overall
Source: Nielsen Consumer Panel, Egg Category, L52 ending 10/3/20; Loyalty is Share of $ Requirements; all egg brands over 5MM sales, excludes private label
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JUST Egg surpassing top-selling categories at a leading national retailer 4
JUST Egg retail performance
(1) Nielsen(2) On shelf and authorized(3) Projected EOY2020
(4) Retailer portal; units per store per week;excludes private label and ACV<10; competitiveSKUs sourced via Nielsen, based on four weeksending 12/28/2019 due to data availability
2019 First full year of sales
854K Household Penetration1
12,369 Points of Distribution2
56M Eggs
1M Cases3
Nielsen, total units sold, last 4 weeks ending 12/26/20, excludes private label
JUST Egg at a glance JUST Egg outsells Beyond Meat after 11 months in a leading national retailer
IRI, Monthly units per store per week average following product introduction
4
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Month 1 Month 3 Month 5 Month 7 Month 9 Month 11
JUST Egg (u/s/w) Beyond Burger (u/s/w)
69 u/s/w surpassing 80% of all eggs
Vtl Frm Lrg Brwn Egg 12 Ct 393,251Vtl Frm Lrg Brwn Egg 12 Ct 324,145Orgn Vly Lrg Brwn Egg 12 Ct 247,932Pt & Gry Lrg Brwn Egg 12 Ct 174,426JUST Egg 12oz 134,838Vtl Frm Asrtd Mdm Wht 18 Ct 110,409Orgn Vly Lrg Brwn Egg 6 Ct 92,917Orgn Vly Extr Lrg Brwn 12 Ct 84,258Pt & Gry Lrg Brwn Egg 18 Ct 81,454Vtl Frm Lrg Brwn Egg 18 Ct 68,617Vtl Frm Lrg Brwn Egg 12 Ct 67,021Orgn Vly Lrg Wht Egg 12 Ct 43,659Nls Mdm Brwn Egg 18 Ct 29,906Pt & Gry Jmb Brwn Egg 12 Ct 28,707Gvng Ntr Lrg Brwn Egg 12 Ct 21,137Lts Egg Rnc Lrg Brwn 18 Ct 19,403Orgn Vly Mdm Brwn 18 Ct 17,062Gvng Ntr Jmb Brwn 12 Ct 14,636Nls Fr Rng Btr Stck Sea 8 Oz 14,522Gvng Ntr Jmb Brwn 12 Ct 14,005
40 u/s/w surpassing almond milk
Cntr Hen Lrg Brwn Egg Usd 6 Ct 13,628Bl Sky Lrg Brwn Egg 12 Ct 13,604Jdys Fml Frm Extr Lrg 12 Ct 13,480Pt & Gry Extr Lrg Brwn Egg 12 Ct 13,336Vtl Frm Jmb Brwn Egg 12 Ct 12,594Jdys Fml Frm Extr Lrg Brwn 6 Ct 11,756Gvng Ntr Extr Lrg Brwn 12 Ct 11,714Jdys Fml Frm Lrg Brwn 12 Ct 11,402Clvr Snm Lrg Brwn Egg 12 Ct 11,388Hlst Acr Uncl Mxd Brwn 12 Ct 11,189Frmr Hen Hs Jmb Brwn 12 Ct 10,129Clvr Snm Lrg Brwn Egg 12 Ct 9,885Alxn Kds Lrg Brwn Egg 12 Ct 8,971Frmr Hen Hs Lrg Brwn Egg 12 Ct 8,908Phls Asrtd Lrg Wht Egg 12 Ct 8,677Svn Sns Lrg Brwn Egg 12 Ct 8,668Rck Isl Lrg Brwn Egg 12 Ct 8,321Nls Lrg Brwn Egg 12 Ct 8,096Jrmh Cnn Wrl Bst Egs Lrg 12 Ct 7,945Uncl Eds Wld Hen Frm Lrg 12 Ct 7,928
Cntr Hen Extr Lrg Brwn Egg 6 Ct 7,716Jdys Fml Frm Lrg Brwn 12 Ct 7,487Lry Sch Org Frm Lrg Brwn 12 Ct 7,300Jdys Fml Frm Extr Lrg Brwn 6 Ct 7,224Uncl Eds Wld Hen Frm Lrg 6 Ct 6,359Clvr Snm Lrg Brwn Egg 12 Ct 6,241Bl Sky Lrg Brwn Egg 12 Ct 6,215Nst Frs Lrg Brwn Egg 18 Ct 5,920Lts Egg Rnc Lrg Brwn 12 Ct 5,842Rck Isl Extr Lrg Brwn Egg 12 Ct 5,732Shnn Vly Lrg Brwn Egg 12 Ct 5,538Snrs Frs Lrg Wht Egg 18 Ct 5,486Wht Egg 16 Oz 5,400Chn Vly Rnc Lrg Brwn Egg 6 Ct 5,139Olvr Org Egs Lrg Wht Egg 12 Ct 4,983Crls Lrg Hrlm Brwn Egg 6 Ct 4,962Chn Vly Rnc Veg A Fed 18 Ct 4,962Fr Rng Lrg Brwn Egg Mldd 12 Ct 4,826Hmn Hrv Lrg Brwn Egg 6 Ct 4,437Lts Egg Rnc Mdm Brwn 12 Ct 4,293
Total units
Ranked 5th out of 155 egg skus at a leading national retailer 163% Unit Growth YoY
98 u/s/w
JUST Egg Folded retail performance First time ever a plant-based protein has reached #1 in a major category
90 days after launch, it has become the #1 frozen breakfast item at top 5 supermarket3
(3) Buyer at top 5 supermarket
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413843
4846
343937353232323234
41373331313132
403734323025252423191917
1313141310864
(1) IRI – Dec ‘20(2) On shelf and authorized(3) Projected EOY2020
#1 in frozen breakfast at top 5 supermarket JUST Egg Folded velocity has grown 467% since launch
Units per store selling per month
Just Egg Folded 8oz 20.56
Jimmy Dean Brkfst Bowl Egg Sausage 8 Oz 19.96
Jimmy Dean Bacon Egg Pot Bowl 8 Oz 18.20
Reds Eggwich Turkey Sausage Cheese 3.5 Oz 16.72
Jimmy Dean Sausg Egg Chs Croisant 18 Oz 15.82
Jimmy Dean Turkey Sausage Egg 20.4 Oz 15.17
Reds Eggwich Chicken Apple Ssg Cheese 3.5oz 14.44
Jimmy Dean Sausg Egg Chs Biscuit 18 Oz 12.88
Amys Breakfast Tofu Scramble Ogc 9 Oz 12.00
Galant Bennys Egg Pott Grn Chile Chs Wrp 8 Oz 11.88
#1 frozen breakfast entree in natural channel
Units per store selling per week
JUST Egg Folded 42.95
Bynd Mt Byn Ssg Spcy Mtls Pt Box 7.4 Oz 36.41
Aplg Org Mpl Chck Lnk Box Kp Frzn 7 Oz 30.49
Aplg Ntr Svry Trky Pt Box Kp Frzn 7 Oz 26.48
Aplg Ntr Svry Trky Lnk Box Kp Frzn 7 Oz 23.16
Vns Pwr Grn Frzn Rnd Wfl Box 9 Oz 22.11
Evl Egg Grn Chl Brt Brkf Wrp 6 Oz 20.59
Aplg Ntr Hrb Chck Lnk Box Kp Frzn 7 Oz 18.74
Vns Blbr Asrtd Kp Frzn Rnd Wfl Box 9 Oz 18.18
Brch Bnd Kp Frzn Rnd Wfl Box 6.56 Oz 17.46
Nielsen, Last 4 Wks Ending 12/26/20; % growth vs 4 wks ending 4/18/20 SPINS; last 12 weeks ending 9/6/20, Frozen Breakfast Entrees; all items with ACV>10; u/s/m based on units and stores selling calculation
JUST Egg Folded at a glance
2020 First year of sales
2 Countries
4,488 Points of Distribution1
4.9M Eggs2
191K Cases3
Retailer portal
Nielsen, AOC-Multi Outlet, $/store/week, Frozen Breakfast Meals/Combos, all products selling > 1k stores, L4 wks ending 10/3
JUST Egg Folded is #1 in grocery JUST Egg’s sales per store ranks the highest in all of Frozen Breakfast Meals/Combos just 5 months after launching
SKU
#1 JUST Egg Folded 8oz#2 Jimmy Dean Brk Bwl Ssg Chdr Chs 7oz#3 Brw Pub Ltz Mtz Chdr Mzrl Ssg Wrap 26oz#4 Jimmy Dean Brk Bwl Egg Bcn Chr Chs 7oz#5 Jimmy Dean Brk Bwl Ssg Ptt Chr Chs 7oz#6 Jimmy Dean Egg Ham Chdr Chs 8oz#7 Jimmy Dean Egg Snd Stk Chdr Chs Brkf Bwl 7oz#8 Jimmy Dean Ssg Ham Bcn Chd Mzr Hsh Brwn Wrap 15oz#9 Jimmy Dean Dlg Scrm Egg Wht Turkey Ssg 7oz#10 Jimmy Dean Brk Bwl LDD DCD Ptt Egg 7oz#11 Red Brn Scr Ssg Scrm Chdr Mzrl 11.72oz#12 Jimmy Dean Skl Ssg Sklt Frz 20oz#13 Red Brn Scr Bcn Scrm Chdr Mzrl 11.72oz#14 Jimmy Dean Ssg Chdr Mzrl Hsh Brwn 15oz#15 Jimmy Dean Scrm Egg Prk Ssg 9oz#16 Jimmy Dean Dlg Egg Ptt Chdr Trky Ssg 7oz#17 Atkn Day Brk Frmh Scrm Egg 7oz#18 Amys Tofu Scrm Hsh 9oz#19 Smart Ones Smr Bgn Scrm Egg White 6.49#20 Bob Evan Brn Bwl Cntr Grvy Ssg Ptt Egg 11oz#21 Smart Ones Smr Bgn Chdr Mntr Jack 6.49oz#22 Dr Praeger Cg Fr Scrm Egg Vg Chd Brk Bowl 7oz#23 Jimmy Dean Brk Bowl Egg Ptt Chrz Ssg Chdr Onn 7oz#24 Jimmy Dean Prk Ssg Scrm Egg Frnc 9oz#25 Jimmy Dean Scrm Egg Prk Ssg Bcn Ptt MT 9oz#26 Gardein Mtls Ssg Ptt Eggls Scrm Kl 8.5oz#27 Life Cuisine Csn Dcd Trky Bcn Chr 4.5oz#28 Atkins Bcn Chdr Chs Egg 7oz#29 Gardein Mtls Ssg Ptt Egls Scrm 8.5oz#30 Jimmy Dean Dlg Scr Egg Dcd Ptt 7oz#31 Devour Dbl Ttr Tot Ptt Egg Prk Ssg Bcn Sc 9oz#32 Gardein Ptt Mtls Ssg Egg Mshr Brk Bowl 8.5oz#33 Bob Evans Brn Bowl Ssg Ptt Egg Blnd 11oz#34 Gardein Mtls Sthw Ssg Bn Egls Crn Mzrl 8.5oz#35 Good Food Md Smp Egg Wht 10oz#36 Life Cuisine Csn Tmt Mzrl Flfy 4.5oz#37 Devour Stk n Egg Ptt Onn Bf Grvy Bcn 9oz#38 Amys Tofu Spinach Rstd Ptt Mtls Ssg Brk Bwl 8oz#39 Pioneer Wmn Flfy Egg Bt Chdr Fr Ppr Vg Onn 9.5oz#40 Gardein Mtls Ssg Ptt Egls Scrm Egg Ppr 8.5oz
JUST created the plant-based egg category
Plant-based burger Plant-based egg
Sensational (Nestlé) JUST EggLightlife
Impossible Foods
Beyond Meat
Dr. Praeger’s
Gardein
MorningStar FarmsWhole 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)
Jan–Feb ‘20 Mar ‘20 Apr–Jun ‘20
100%+
60 – 100%
30 – 60%
10 – 30%
under 10%
Sales Velocity Average Growth
Plant-based egg (JUST Egg) 42% 94% 150%
Plant-based meat 12% 50% 36%
Plant-based milk 10% 38% 26%
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
Milk Ice Cream Butter Cheese Meat Yogurt Creamer Eggs
-10%
6%
-1%3%1%3%2%0.1%
192%
34%32%18%18%
8%6%5%
Plant-basedAnimal-based
Egg is the fastest growing plant-based category — by far Animal-based and plant-based dollar sales growth in 2019
Data published July 2020 by FAIRR SPINSscan natural and specialty gourmet (proprietary), SPINSscan conventional multi-outlet (powered by IRI), 52 weeks ending 12/29/2019, Good Food Institute 2020 Milk in the U.S. (total retail market): $15.4B; plant-based milk in U.S. (total retail market): $2B; milk global: $139B; plant-based milk global: $18.2B Google owns 65% search market, Coca Cola owns 43% of soft drink market, Tesla owns 54% of electric vehicle market
JUST Egg owns 99.2% of the category
JUST Egg consumers represent a broad, growing mix of flexitarians
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
With and without kids JUST Egg over-indexes among many “behavior stages”, including households without kids (“young transitionals”, “established couples”, and “independent singles) and with young families (“start up families” and “small scale families”).
Nielson, Latest 52 - W/E 10/03/20
90%Plant-based proteins Tofu, tempeh, plant-based meats
76%Chicken eggs Conventional, cage-free, pasture-raised
94%Other animal proteins Beef, chicken, pork, turkey
The vast majority of JUST Egg consumers also purchase animal protein Percentage of JUST Egg consumers purchasing in last 52 weeks
Nielsen, total U.S. market basket report; total outlets, 52 weeks ending 5/16/20
Collapsed boxes “strongly agree and somewhat agree” and “strongly disagree and somewhat disagree”
Making a healthier food choice 51%
Desire to eat fewer animal products 42%
Wanting to live a more sustainable lifestyle 39%
Convenience 29%
Health is the driver of purchase intent
What are the reasons you’ve purchased a plant-based product?
Consumers believe an egg from a plant is healthier
Agree 52%
Neither agree nor disagree 38%
Disagree 10%
Plant-based eggs are healthier than their animal-based counterparts.
COVID-19 is accelerating plant-based preferences Agree 57%
Neither agree nor disagree 21%
Disagree 22%
I am eating fewer animal products since the COVID-19 pandemic began.
1 – 8 32%
9 – 16 24%
17 – 24 9%
Majority of consumers think society will be 100% plant-based in the next 15 years
In how many years do you think society will be eating fully plant-based?
OnePoll, U.S. Gen Pop, 2,000 respondents July 6, 2020 – July 10, 2020
(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
JUST Egg was developed for human and planet health
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Water (L/1.5oz)2
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CO2e (kg/1.5oz)3
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JUST Egg uses 98% less water than eggs
JUST Egg has 93% smaller carbon footprint than eggs
JUST Egg uses 86% less land than eggs
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1.51.6
Cholesterol (per 50g)1 Saturated Fat (per 50g)1
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Protein (per 50g)1
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13.1
8.48.7
5.8
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Human
JUST Egg has 0% cholesterol compared to eggs
JUST Egg has 69% less saturated fat than eggs
JUST Egg has about the same protein as eggs
Accelerate R&D
Thousands of consumers are raving about JUST Egg Build brand
Manhattan, NY
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