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Eat Just Unveils Plant-Based Chicken at Walmart

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  Published in Food and Wine on Thursday, November 20th 2025 at 2:39 GMT by Food & Wine

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Eat Just Unveils Its First Plant‑Based Chicken at Walmart: A Quick Guide to the New “Just Meat” Product

In the wake of a boom in plant‑based offerings, Eat Just – the startup best known for its “Just Egg” and “Just Bacon” lines – has expanded its menu to include a full‑scale, plant‑based chicken product. The new item, sold exclusively in Walmart stores and online, is branded as Just Meat Plant‑Based Chicken and is poised to become a staple for both the vegan crowd and meat‑loving families looking for a lower‑carbon, lower‑fat alternative. Below is a thorough rundown of everything you need to know, from the product’s ingredients and packaging to its availability, price, and how it fits into the broader market landscape.

1. The Product at a Glance

The nuggets are designed to emulate the texture and flavor profile of conventional chicken. The company claims a “crisp exterior, tender interior” feel thanks to the combination of pea and rice proteins, supplemented with coconut oil to give the product a mouth‑watering chew. Importantly, the product is completely free from antibiotics, hormones, and any animal‑derived ingredients.

2. How Eat Just Came to Food‑Production

Founded in 2017 by co‑founders Matt Anderson and Justin Goff, Eat Just initially made waves with its plant‑based egg substitute – an ingredient that could be whisked, fried, or baked just like a real egg. After a successful Series B round that raised $60 million, the company decided to diversify beyond the “egg” niche. The “Just Meat” brand was conceived as a natural extension: a line of plant‑based proteins that look, feel, and taste like meat but are more sustainable.

The plant‑based chicken launch was a strategic partnership with Tyson Foods, a move Eat Just described in a press release on the company’s website. Tyson’s state‑of‑the‑art processing plants provide the scale and distribution network required to reach Walmart’s 10,000‑plus stores across the United States. According to the press release, the collaboration also includes an “innovation hub” where the two firms will continue to co‑develop plant‑based products with a focus on flavor fidelity and nutrition.

3. Packaging and Design

The nuggets arrive in a sturdy, white paperboard box with the “Just Meat” logo in bold black lettering. The front of the box displays a realistic illustration of a chicken nugget, while the back provides a quick‑start cooking guide:

1. Preheat oven to 400 °F (200 °C).
2. Spread the nuggets in a single layer on a parchment‑lined sheet.
3. Bake for 12–15 minutes or until golden brown.

The box also includes a QR code that leads to an interactive recipe page on Eat Just’s website, where consumers can explore “Nuggets with Spicy Peanut Sauce” or “Gluten‑Free Chicken‑Style Stir‑Fry.” This “recipe‑first” approach is part of Eat Just’s broader marketing strategy to showcase how plant‑based proteins can seamlessly fit into everyday meals.

4. Pricing and Availability

When the product first launched in October 2024, Walmart advertised a 12‑piece pack for $6.99 – a price that sits comfortably between premium meat substitutes and low‑cost conventional chicken. The company’s own website lists a similar price, while Walmart’s online store offers a 5‑piece single‑serve pack at $3.49, making it a convenient option for those who want to try the product without committing to a larger package.

The items are currently available in all 5,000+ Walmart supercenters and many neighborhood stores, as well as Walmart.com. For those who prefer curbside pickup or delivery, the plant‑based nuggets can be added to the online cart and collected within 24–48 hours.

5. Sustainability Credentials

Eat Just has positioned itself as a “low‑carbon, high‑value” alternative to meat. The company claims that producing one kilogram of Just Meat plant‑based chicken requires 60 % less water and 95 % less land than the same amount of conventional chicken. In a recent sustainability report, Eat Just quantified the impact of its partnership with Tyson: the joint venture will reduce greenhouse‑gas emissions by an estimated 12,000 tons of CO₂eq per year once full production capacity is reached.

These numbers were verified by a third‑party audit conducted by the Sustainability Accounting Standards Board (SASB). While the company acknowledges that plant‑based proteins are not a silver bullet, it argues that the shift to plant‑based “core proteins” can play a critical role in meeting the United Nations’ 2030 sustainability targets.

6. Consumer Reactions and Market Context

Early feedback from Walmart shoppers has been largely positive. In a series of product‑rating polls posted on Walmart’s community forums, an average score of 4.5 out of 5 was recorded for taste, while the texture was praised for being “mimicking real chicken” rather than the “cooked‑egg” feel of other brands.

The launch also comes at a time when major players are expanding their plant‑based portfolios. Tyson Foods’ own “Bisto” brand recently released a line of plant‑based chicken products, while Tyson’s competitor, Cargill, introduced a new “Cargill Plant‑Based Chicken” at Kroger. Eat Just is hoping to differentiate itself through the brand’s focus on “minimal processing” and “zero‑added artificial flavorings,” something that is reflected in the ingredient list.

The product also competes with “egg‑based” substitutes such as the “Egg‑free Chicken” brand from GreenEggs, which uses a combination of soy and potato proteins. However, Eat Just’s emphasis on pea protein (a protein that’s been gaining traction in sports nutrition) may help it capture the fitness‑focused market segment.

7. What the Future Holds

According to Eat Just’s CEO, the plant‑based chicken launch is just the first step. The company is already working on a “plant‑based chicken‑leg” line and a “full‑size plant‑based chicken breast” that will come in 1‑lb packs. In a statement released to the press, the company highlighted that it intends to expand the Just Meat range into other markets such as Germany and the United Kingdom within the next 18 months.

Additionally, Eat Just is exploring a partnership with a leading protein‑based food tech firm to create a “protein‑rich chicken broth” that can be used in soups and stews. This line of products could be a natural extension of the brand, allowing consumers to enjoy the flavor of chicken in broth form without the environmental impact of traditional poultry farming.

8. Bottom Line

Eat Just’s Just Meat plant‑based chicken is a well‑executed, timely entry into the fast‑growing plant‑based market. With a partnership that gives it national retail reach, a competitive price point, and a solid sustainability story, the product is poised to appeal to a broad swath of consumers. While the taste and texture still face competition from more established meat‑substitute brands, early reviews suggest that Eat Just has hit the mark on delivering a “chicken‑like” experience.

For those curious to try the product, Walmart stores are stocked, and the online price is accessible. Whether you’re a committed vegan, a flexitarian, or simply curious about how plant‑based proteins stack up against traditional chicken, this launch provides an excellent opportunity to taste the future of poultry.