Eat Just, the maker of the mung bean-based Just Egg alternative product, has recently announced the launch of its new chicken alternative in Texas, US.

The product comes after years of research and development in the company’s meat division, aiming to address consumer demand for higher quality plant-based products. It was first showcased at an exclusive Franklin Barbecue event in Austin during May, and is now rolling out across H-E-B stores across the US state.

According to Eat Just, the product has won back-to-back sensory tests against conventional chicken as well as other plant-based alternatives. In its latest taste test, it is claimed to have outperformed conventional chicken strip products across four categories – taste, texture, appearance and overall.

This is due to Eat Just’s precision manufacturing technology, which builds ‘tender and juicy’ meat-like fibres using soya and wheat protein along with other natural ingredients.

The process grew out of earlier research in Eat Just’s cultivated meat division, with the company being the first worldwide to sell cultivated meat commercially, and one of two to have sold in the US. While Just Meat is fully plant-based, it utilises many of the cell-based meat programme’s R&D breakthroughs.

Just Meat contains 18g of protein per serving – more protein per ounce than a conventional chicken thigh – and no cholesterol.

It aims to overcome the quality barrier to plant-based chicken adoption, with 2025’s Taste of the Industry report highlighting the need for improvement when it comes to taste and texture of plant-based meat alternative products.

The report called on companies to increase product quality to address growth challenges, specifically identifying the ‘unbreaded strips and chunks’ category as in need of R&D and innovation.

Just Meat is now available as an 8oz package in the frozen section of 240 H-E-B locations across Texas.