JUST Launches a New Plant-Based Cookie Dough Flavor

Author:: Emily Monaco
Publish date:: May 21, 2018

JUST, formerly Hampton Creek, has announced it is planning to launch a new flavor of its plant-based Just Cookie Dough this summer; Chocolate Mint will join the Chocolate Chip and Birthday Cake flavors already on the market. The cookie dough contains no GMOs, artificial flavors, or high-fructose corn syrup and is made with sorghum in place of eggs.

The company has been touted in plant-based food circles since the launch of its egg-free mayonnaise, Just Mayo, in 2013.

“Just Cookie Dough is more than your average dessert,” said Chris Jones, Vice President of Product Development at JUST, in a press release. “We’ve sourced the best ingredients, perfected each flavor, and developed a safe way for consumers of all ages to indulge with every bite that will keep them coming back for more.”

The plant-based cookie dough recipes were crafted by a team of Michelin-starred chefs and will now be available to consumers in 14-ounce jars and “snackable” 1.6oz single-serve cups. The company is also making the product available in 5-pound tubs, perfect for food service distributors looking for an easy way to serve plant-based cookies to consumers.

The plant-based cookie dough has been popular since it was first launched in 2014; it gained a 21 percent market share within a year. This April, the product was named “#1 Cool New Product” by convenience store owners and suppliers at the NACS State of the Industry Summit.

JUST also recently launched Just Scramble, a plant-based egg substitute made with mung beans. The product, which will be available in grocery stores beginning this summer, comes in both pourable liquid form and as ready-made patties.

JUST is also working to develop clean meat technology using animal stem cells. Founder and CEO Josh Tetrick recently told Plant Based News that the company is currently working on both a beef and a chicken variety, though it is currently uncertain which will become available first.

“It will depend on the quality of the product and what the economics end up being,” he told the outlet.