Barnes and Noble started stocking the plant-based sandwiches this week, and will offer the option for a limited amount of time
The US’s largest bookseller has started selling vegan JUST Egg sandwiches in 500 stores nationwide.
The breakfast sandwich launched in instore B&N Cafés across the US on Monday April 10.
Joining a number of other plant-based items, the new option will be available for an as-yet undisclosed limited timeframe.
The collaboration with JUST Egg marks the first fully vegan sandwich on the B&N Café menu.
Described as a ‘more sustainable way [for customers] to fuel their day’ the item launched to coordinate with Earth Month, which traditionally sees people try and adopt habits to help tackle climate change.
Barnes and Noble collaboration with JUST Egg
The sandwich boasts a soft ciabatta roll stuffed with JUST Egg Folded, melted Violife smoked provolone, and plant-based aioli.
According to a statement from JUST, the roll offers shoppers a way to ‘do something good for the planet with every bite’.
This is down to the footprint of the egg alternative, which ‘uses 98 per cent less water, 83 per cent less land, and produces 93 per cent fewer carbon emissions’ than its traditional counterpart, according to the food tech brand.
It adds that launching the item in a nationwide store means diners have the ‘chance…to try a plant-based egg in the comfortable, familiar setting of a bookstore’, which it adds ‘represents a significant opportunity for JUST Egg to reach new consumers who may not have encountered the brand before’.
According to JUST, the scale of this launch, which includes hundreds of new points of distribution, demonstrates its commitment to making JUST Egg widely accessible to consumers.
‘Another important milestone’
In a statement announcing the partnership, JUST Egg Chief Revenue Officer Matt Riley described the new launch as a significant milestone.
He said: “JUST Egg’s rapid growth in foodservice over the last few years demonstrates strong demand from consumers for plant-based foods, and this latest introduction at Barnes & Noble represents yet another important milestone.
“The opportunity to team up with this iconic brand to offer a fully plant-based sandwich means that JUST Egg is now available at more than 3,000 restaurants and cafes throughout the U.S., including hundreds of comfortable, inviting Barnes & Noble Cafés.
“I, for one, can’t wait to pair my next good book with a delicious JUST Egg Breakfast Sandwich.”
The JUST Egg breakfast sandwich, which launched in B&N Cafés across the States on April 10, will be available for a limited time. Consumers can find their closest stockist of the sandwich on the Barnes and Noble website.
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Featured image © JUST Egg