Eat Just Lays Out Plant-Based Chicken Strategy

Philosophers have debated for generations what came first, the chicken or the egg. For Eat Just, the answer was simple: the (plant-based) egg.

At Expo West this year, co-founder and CEO Josh Tetrick spoke to Nosh about its new plant-based chicken alternative product and why it took the brand so long to innovate into the category. Tetrick explained how the brand formulated its product and why it took an under-the-radar approach to its retail launch strategy.

During the booth interview, Tetrick also discussed what isn’t working in the plant-based meat category and how brands can win consumers back on flavor-first innovation.