Eat Just, Inc., a food technology company known for pioneering innovative, sustainable food solutions, has announced the launch of its newest product: Just One, a versatile, plant-based protein now available across U.S. Whole Foods Market locations. With this release, Eat Just is introducing a revolutionary kitchen essential that has the potential to redefine how consumers incorporate protein into their daily meals.
At the heart of Just One is simplicity and power: the product contains just one ingredient—protein extracted from mung beans, a legume celebrated for its nutritional density, versatility, and sustainability. With no additives or preservatives, Just One is not only clean-label but also delivers the highest protein per serving of any protein powder currently available on the market. This launch represents a significant leap forward in functional food innovation and brings Eat Just’s core mission of promoting healthier, more sustainable eating to a broader audience.
A New Era of Functional Protein
What sets Just One apart from the crowded protein powder market is its functionality in cooking and baking, not just in drinks or shakes. While many traditional protein powders like whey or pea can be added to smoothies, their use in cooking is often limited by poor texture, chalkiness, and lack of binding capabilities. Just One, by contrast, is engineered using Eat Just’s proprietary protein isolation and processing technology, which preserves the native qualities of the mung bean protein.
Thanks to this technology, Just One can gel, emulsify, bind, leaven, and foam, allowing it to function as a true ingredient in a wide array of recipes. From protein-rich pancakes and muffins to cookies, pastas, and even ice creams, it integrates seamlessly into both sweet and savory applications. In this way, Just One is not just a supplement—it’s a transformative stapble for the modern kitchen, as essential and adaptable as flour, eggs, or olive oil.
“We spent years trying to find a clean, single-ingredient protein that could make it a little easier to eat better,” said Joshua Tetrick, CEO and Co-founder of Eat Just. “Just One is the result of that journey. We’re thrilled to see the creativity people will bring to their cooking with it.”
Backed by Culinary Leaders and Market Insights
The product has already generated buzz in culinary circles. Acclaimed chef and television personality Andrew Zimmern praised Just One after experimenting with it in his kitchens for the past six months.
“My chefs and I have fooled around with Just One in our kitchens for the last six months. We’re in love,” Zimmern stated. “From pumpkin bread to mushroom meatballs and silky smoothies, this single ingredient can do it all. It’s best in class.”
This praise comes amid growing consumer interest in high-protein, clean-label foods. According to a recent Edelman survey, 85% of Americans intend to increase their protein intake in 2025. Meanwhile, research from Acosta Shopper Insights indicates that 81% of U.S. consumers prioritize clean-label ingredients, favoring foods made with recognizable, simple components over processed alternatives.
Just One meets both of these consumer demands. It offers a complete protein, meaning it contains all nine essential amino acids required by the human body. It also surpasses traditional protein sources—including whey, soy, and pea—by delivering a higher concentration of total essential amino acids per serving.
A Sustainability Story
The mung bean, the star ingredient in Just One, isn’t just nutritionally impressive—it’s also environmentally friendly. Mung beans are known for their low environmental impact: they require minimal water to grow, fix nitrogen into the soil (which reduces the need for synthetic fertilizers), and thrive in a variety of climates. This makes Just One not only a health-conscious option but also an environmentally responsible choice.
By developing a protein derived from this climate-resilient crop, Eat Just reinforces its commitment to sustainability. The company’s broader vision involves replacing animal-based foods with plant-based alternatives that reduce carbon emissions, water use, and land exploitation, and the introduction of Just One aligns perfectly with that ethos.
Expanding the Product Line: Delicious Flavors and Reusable Packaging
While the original Just One product consists solely of pure mung bean protein, Eat Just has also released three flavored variations designed for consumers who prefer ready-to-mix, delicious protein options. These include:
- Just One + Chocolate + Peanut Butter
- Just One + Maple + Banana
- Just One + Vanilla + Chai
Each flavored version combines Just One’s core ingredient with real, natural additions like roasted cashews, Guittard premium cocoa, chai spices, and fruit extracts. These blends make it even easier to prepare satisfying shakes and smoothies without compromising on nutrition or taste.
All versions of Just One come in sleek, reusable 12 oz. aluminum tins, reinforcing the brand’s commitment to minimizing environmental waste. These tins offer a modern, premium packaging alternative to the typical plastic tubs or pouches used in the protein powder industry.
In addition to its availability in Whole Foods Market stores across the United States, the original Just One product is also offered online via Purple Carrot, a plant-based meal delivery service. This partnership is expected to boost Just One’s visibility and adoption among health-conscious and sustainability-minded consumers.
A Platform for Innovation
The release of Just One signals more than just a new product—it marks a strategic expansion of Eat Just’s platform. The same mung bean protein that forms the foundation of Just One also powers the company’s flagship product, Just Egg, a plant-based egg alternative that has won numerous awards and gained a strong foothold in both retail and foodservice markets.
With Just One, Eat Just is leveraging its proprietary protein processing technology to branch into an entirely new product category—one that blurs the lines between traditional protein supplements and staple pantry ingredients. It’s a category that could reshape how consumers think about protein: not as a supplement, but as an everyday culinary tool.
As consumers continue to seek out healthier, more sustainable, and functionally useful foods, Eat Just’s launch of Just One could not be more timely. Backed by culinary endorsements, consumer trends, scientific rigor, and sustainability credentials, Just One is poised to become a kitchen essential for a new generation of eaters.
