Eat Just, Inc., the pioneering food company applying science and technology to create healthier and more sustainable foods, has announced the statewide rollout of its latest innovation, Just Meat, at H-E-B stores across Texas. The launch follows a special preview event held in May at the world-famous Franklin Barbecue in Austin, where the new product was featured alongside traditional Texas barbecue classics.
The debut marks an important milestone for Eat Just as it deepens its presence in the plant-based meat market. After years of research and development within its meat division, the company is introducing a product designed to directly respond to growing consumer demand for high-quality plant-based alternatives that do not compromise on flavor, texture, or cooking performance.
A Step Forward in Plant-Based Innovation
Eat Just has spent years refining Just Meat, drawing on expertise from both its plant-based food division and its groundbreaking cultivated meat program. The result is a product that replicates the culinary experience of chicken more convincingly than previous plant-based offerings.
“Just Meat Chicken is unlike anything else in the market,” said Joshua Tetrick, CEO and Co-founder of Eat Just. “Every piece is different. It’s tender, juicy, and delicate. It chars on the grill, sizzles in the pan, and falls apart on the fork.”
The company emphasizes that Just Meat isn’t just another entry in the growing meat-alternative category. Instead, it represents a leap in product quality. Eat Just’s proprietary manufacturing technology builds realistic, meat-like fibers using soy and wheat protein, enhanced with other natural ingredients. This approach creates a structure that looks, cooks, and tastes remarkably close to chicken.
Outperforming Both Plant-Based and Conventional Chicken
One of the most striking validations of Just Meat’s quality has come from independent sensory tests. According to Eat Just, the product has now won back-to-back comparisons against both plant-based competitors and traditional chicken products.
In the most recent blind taste test, Just Meat outperformed a leading unbreaded conventional chicken strip in all four evaluation categories: taste, texture, appearance, and overall satisfaction. These results demonstrate how far plant-based innovation has progressed, moving beyond being “good enough” to setting new standards in the category.
The achievements build on research originally conducted in Eat Just’s cultivated meat division. The company was the first in the world to sell cultivated meat commercially, and remains one of only two to have brought cultivated chicken to U.S. diners. While Just Meat is entirely plant-based—not cultivated—the product incorporates technological insights gained from that pioneering program.
Meeting Consumer Expectations
The rollout comes at a time when industry reports have pointed to persistent challenges in the plant-based meat sector. According to the Taste of the Industry 2025 report, many products still fall short compared to animal-based proteins, particularly in terms of quality. The report specifically flagged the “unbreaded strips and chunks” segment as lagging and in need of innovation.
By addressing these issues head-on, Eat Just aims to fill a gap that has limited adoption of plant-based chicken. With superior taste, texture, and cooking versatility, Just Meat could redefine expectations for consumers seeking healthier and more sustainable choices.
A Texas-Sized Rollout with H-E-B
To bring the product to consumers, Eat Just has partnered with H-E-B, Texas’s beloved grocery chain known for its strong support of local and innovative products. With more than 360 locations across the state, H-E-B provides a significant launchpad for Just Meat, ensuring wide availability from the start.
The product will be sold in the frozen section in 8-ounce packages, giving shoppers convenient access to a plant-based chicken option that can be prepared at home in a variety of ways—from grilling and pan-searing to roasting or stir-frying.
Celebrating the Launch at Franklin Barbecue
To mark the rollout, Eat Just hosted an exclusive celebration at Franklin Barbecue, one of the most iconic barbecue spots in the country. Known for drawing long lines of food lovers from around the world, Franklin provided a fitting stage to showcase the versatility of Just Meat in the heart of Texas barbecue culture.
The event featured a menu that blended tradition with innovation, with Just Meat dishes prepared alongside brisket, sausage, and classic barbecue sides. Guests included pitmaster Aaron Franklin himself, along with Austin’s culinary tastemakers, food writers, and local innovators.
The evening also highlighted Austin’s vibrant culture with live music by singer-songwriter Phil Hollie, craft cocktails from Desert Door Texas Sotol, and desserts from Zucchini Kill, a local vegan bakery. The mix of flavors and entertainment underscored Eat Just’s message that plant-based products can stand alongside—and even complement—the best of traditional cuisine.
Nutrition and Sustainability Benefits
Beyond taste and cooking performance, Just Meat delivers strong nutritional and environmental credentials. Each serving contains 18 grams of protein, providing more protein per ounce than a conventional chicken thigh. The product is cholesterol-free, making it a heart-healthy choice for consumers seeking to balance indulgence with wellness.
Like other plant-based proteins, Just Meat also requires significantly fewer natural resources to produce compared to conventional chicken. Eat Just reports that its product uses a fraction of the land, water, and carbon emissions, aligning with the company’s broader mission to create food that is not only delicious but also environmentally responsible.
Redefining the Future of Plant-Based Foods
The introduction of Just Meat into H-E-B stores is more than a product launch—it’s a signal of where the food industry is headed. By addressing quality concerns and delivering a plant-based chicken that meets and exceeds consumer expectations, Eat Just is positioning itself as a leader in the next phase of food innovation.
“People shouldn’t have to choose between something that tastes good and something that’s good for them and the planet,” Tetrick emphasized. “With Just Meat, we’re showing that it’s possible to have both.”
As plant-based products continue to evolve, the success of Just Meat in Texas could serve as a model for nationwide expansion. By blending culinary tradition with cutting-edge science, Eat Just is not only meeting the needs of today’s shoppers but also shaping the future of how meat is made—and enjoyed.
