Eat Just, Inc., a company dedicated to creating healthier and more sustainable foods through advanced science and technology, has announced the introduction of Just Meat at H-E-B stores throughout Texas. The plant-based product was highlighted at an event in late May at the renowned Franklin Barbecue in Austin, and it is now being rolled out across all H-E-B locations in the state.

This product is the result of extensive research and development in Eat Just’s meat division, aimed at meeting the growing consumer demand for high-quality plant-based alternatives. “Just Meat Chicken is unlike anything else in the market,” said Joshua Tetrick, CEO and Co-founder of Eat Just Inc. “Every piece is different. It’s tender, juicy, and delicate. It chars on the grill, sizzles in the pan, and falls apart on the fork.”

Just Meat has achieved remarkable success in taste tests, outperforming both other plant-based options and conventional chicken products. In its latest evaluation, Just Meat exceeded a leading unbreaded conventional chicken strip in all four categories – taste, texture, appearance, and overall.

The superior quality of Just Meat is attributed to Eat Just’s proprietary precision manufacturing technology, which creates meat-like fibers that are tender and juicy using soy and wheat protein along with other natural ingredients. This innovation stems from earlier work in Eat Just’s cultivated meat division, which focuses on growing real animal cells in bioreactors. Although Just Meat is fully plant-based and not cultivated, it benefits from many breakthroughs achieved in that program.

Just Meat specifically tackles the primary barrier to the adoption of plant-based chicken – quality. The Taste of the Industry 2025 report indicates that many plant-based meat options still fall short compared to their animal-based equivalents. The report urged companies to "increase product quality" to overcome growth challenges, particularly highlighting the need for innovation in the “unbreaded strips and chunks” category. Just Meat aims to fill that gap.

Eat Just is making its plant-based offering available at H-E-B, a well-known Texas retailer with 360 locations statewide. Just Meat can be found in an 8oz package in the frozen section of these stores.

To celebrate the launch, Eat Just hosted a memorable event at Franklin Barbecue, featuring Just Meat prepared alongside classic Texas BBQ dishes such as brisket and sausage, along with various sides. Notable guests included barbecue expert Aaron Franklin and other prominent figures in Austin’s culinary scene, showcasing the versatility of Just Meat and marking a significant milestone in plant-based dining. The celebration included live music from local artist Phil Hollie, cocktails from Desert Door Texas Sotol, and desserts from vegan bakery Zucchini Kill.

Just Meat provides 18g of protein per serving with no cholesterol, offering more protein per ounce than a conventional chicken thigh, and, like other plant-based meat brands, it utilizes significantly less land, water, and CO2 compared to traditional products.

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