From the makers of Just Egg, Just Meat™ is a next-gen, 100% plant-based chicken that made its official debut at Natural Products Expo West 2025 this past March in Anaheim, CA where industry insiders called it the most realistic plant-based chicken they’d ever tried. I unfortunately missed their booth at the expo but heard great things from those that tried it. It’s now been spotted already at Sprouts Farmers Market stores and is on HEB’s website already with plans to launch there and other retailers soon.
Just Chicken Flavors & Where to Buy
Currently available in:
- Sprouts Farmers Market (in select stores).
- H-E-B (already online and should be in-store throughout Texas soon).
Flavors include:
- Original.
- Buffalo.
- Sesame Ginger.
Each comes fully seasoned and ready to heat and serve and should be in freezers at retail although some stores place high sellers in refrigerated sections sometimes so check at your local grocer.
But Wait, What Is “Natural Chicken Flavor” Doing in a Vegan Product?
Even though the ingredients list includes “natural chicken flavor,” this might refer to a 100% plant-based blend of yeast extracts, fermented plant compounds, mushroom powder, herbs, and oils crafted to mimic the umami-rich notes of cooked chicken.
This type of flavoring is often used in the vegan food industry and is free from any animal-derived components. I contacted the brand and they responded and confirmed that the flavorings are completely plant-based but this ingredient has been causing confusion and lots of questions on my recent Instagram post. Perhaps a different choice of phrasing or further explanation would have been helpful but it is completely vegan.
They Recently Signed PETA’s No Animal Testing Pledge
Just has signed PETA’s pledge to never test on animals or use ingredients tested on animals this past May affirming their commitment to ethical development in every stage of product creation.
This aligns with their longstanding mission of disrupting traditional food systems while protecting animals and the planet. It’s a big win for conscious consumers who care about what’s behind the label as much as what’s in it.
How Does it Taste?
The product was featured at a public tasting event at Franklin Barbecue in Austin, where it went head-to-head against animal-based and plant-based competitors and won two sensory awards for taste and texture. I have not tried it yet but those who have had only great things to say. I will be updating with more information as I get it about retailers and ingredients clarification so check back.
📸 In-store photos of the buffalo chicken courtesy of Julie who lives in Philadelphia and spotted them at her local Sprouts store.
The texture reminds me of the original extruded beyond chicken strips that used to be sold in the refrigerator section.
Very good comparison!
I bought one at Sprouts. It was okay, but the cooking instructions were off.
Any updates on the “natural chicken flavor?”
Yes, they responded and said it’s plant based. I’m updating the post now with a screenshot. Thanks!
Does the natural chicke. Flavor contain mushrooms? I’m allergic.
I wouldn’t know I’m afraid. Questions about ingredients should be asked to the brand directly but they often don’t disclose those in flavorings as they’re considered proprietary. I would suggest you email or message them via one of their social media accounts. I hope you get the answers you need.