Eat Just


The world's only producer of animal alternative products in two diverse formats – both plant-based and cell-based

Mark Price
$26.40 0% a year
Annual Price chg.
Funds Raised
Last Round
$200M 2021
Round Date
2021, F

About the Company

Eat Just is known for its mung bean-based egg substitute called Just Egg, which comes in bottles and looks like beaten fresh eggs.

just egg photo.jpg

The product is sold in more than 20,000 retail outlets (Walmart, Kroger, Whole Foods) and 1,000 food service locations, including Amazon Fresh and Instaсart. The company’s eggs are also on offer in Dicos, a fast-food chain in China. Eat Just claims to have sold the plant-based equivalent of 300 million chicken eggs. Just Egg products began rolling out in Canada. The company is also focused on expanding in Asia, Europe, and the Middle East.

Since 2016, the company's Good Meat division has also been developing artificial meat from animal muscle and fat cells.


At the end of 2020, Eat Just received approval from Singapore to sell its lab-grown chicken meat, the world's first regulatory approval for the so-called clean meat that does not come from slaughtered animals. Eat Just ranked 21st in 2020 and 43rd in 2021 on CNBC's Disruptor 50 list of companies offering the most breakthrough technologies.

Business Growth Phase


Market Opportunities

Eat Just’s both lines of business have a great outlook and are fueled by a boom in demand among consumers and investors alike. The inability of conventional farming to meet the needs of the global population and reducing greenhouse gas emissions in agriculture are two of the main drivers of growth.

The plant-based food market is expected to grow at a CAGR of nearly 12% and to reach $74B by 2027. According to the Good Food Institute, more than $360M was invested in cell-based meat companies in 2020 – 72% of all of the funding the segment as a whole has ever received. The Edison Group's research shows that the global market for cell-based meat is estimated to reach $140B by 2030.

Growth of the revenue from total global meat market by type.png

Financials and Valuation

As of December 2021, Eat Just has raised nearly $460M from 32 investors, including Vulcan Capital, Khosla Ventures, and Charlesbank Capital Partners. Eat Just has raised $200M in a new round of funding in March 2021, led by the Qatar Investment Authority. It was valued at $1.4B.

The company hasn’t disclosed its revenue, but CEO Josh Tetrick said that Eat Just aims to achieve operational profitability by the end of 2021 and soon after that it will enter public markets.


In the plant-based egg segment, Eat Just commands more than 99% of the market. Its rivals include Israeli startup Zero Egg. The meat substitute market is more competitive. Here Eat Just competes not only with cell-based meat developers, including Memphis Meats or Mosa Meat, but also with plant-based meat makers, including Beyond Meat and Impossible Foods.

While companies in the industry expect regulatory approval for cell-based meat in the United States in the near future, there’s yet no published information confirming that. If the approval process in the U.S., as well as in other countries, drags on, it could dampen investor enthusiasm and reduce funding in this segment.

Low liquidity: investing in private companies at the pre-IPO stage is an opportunity to make money over a few years. If you exit early, the price may be significantly different from the purchase price or the selling process may take more than 1 month.