This Vegan Protein Just Launched at Whole Foods

Edited by The VEGPRENEUR Team

Eat Just, Inc., the food tech company behind plant-based innovations like Just Egg, has launched its newest product, Just One, now available at Whole Foods Market locations across the U.S.

Billed as a kitchen staple on par with salt and olive oil, Just One is a single-ingredient protein powder made entirely from mung beans. It offers a high protein content and is designed to enhance a wide variety of recipes—from pancakes and muffins to smoothies and pasta—without compromising taste or texture.

Unlike traditional protein powders that can make foods dense or gritty, Just One functions like a true culinary ingredient. Thanks to Eat Just’s proprietary protein separation technology, it can gel, emulsify, leaven, and bind, making it highly versatile for both cooking and baking.

“Just One creates a whole new category of functional protein,” said Eat Just CEO and co-founder Joshua Tetrick. “We wanted a clean, single ingredient that helps people eat better without compromising how food tastes or feels.”

Chef and TV host Andrew Zimmern, who has been experimenting with the product in his kitchen, called it “best in class,” praising its performance in recipes from smoothies to mushroom meatballs.

Just One is also available in flavored varieties—Chocolate + Peanut Butter, Maple + Banana, and Vanilla + Chai—all made with real ingredients like Guittard cocoa and chai spices. Each comes in a reusable aluminum tin.

In addition to Whole Foods Market, the original flavor is also available online via Purple Carrot, making it easy for consumers to add clean, plant-based protein to their everyday meals.

With its clean ingredient list, unmatched versatility, and culinary appeal, Just One isn’t just another protein powder—it’s a bold reimagining of what a protein source can be. Whether you're a home cook, a smoothie lover, or someone simply looking to eat a little better, Just One is ready to become a new staple in your kitchen.