Confidential . Do not copy or distribute

JUST Confidential . Do not copy or distribute.

JUST Confidential. Do not copy or distribute.


Made from plants The primary ingredient is the mung bean, a legume that’s been in the food system for over 4,000 years and is consumed all over the world.

Human health Cholesterol-free, antibiotic-free, protein-packed and always non-GMO

Planet health 80%+ less land, water and carbon emissions than conventional eggs

Sensory Similar flavor, texture and color to chicken eggs

Category growth Plant-based eggs are the fastest-growing plant-based category – by far.

Introducing JUST Egg

Data published in July 2020 by FAIRR.

Confidential. Do not copy or distribute.

It’s not every day you get to see something that blows your mind.

José Andrés Award-winning chef and one of TIME’s 100 most influential people

Best Plant-Based Protein Editor’s Choice WinnerBest Frozen Product Frozen Breakfast Product of the Year 100 Best Vegan Products of All Time

Top 50 Disruptors World Changing Idea100 Greatest Innovations 10 Smartest Sustainable Products Best New Frozen Product


JUST highlights 1 R&D

2 Reimagining the egg

3 Sous-Vide

4 Trends

5 Brand

R&D


1

JUST EggFormulationSeparationDiscovery

Layers of IP Protection

JUST Egg proprietary technology platform


Discovery/machine learning Separation Formulation(Patent families: 1501, 1703, trade secrets) (Patent families: 1601, 1602, 2001, trade secrets) (Patent families: 1601, 1602, 2001, trade secrets)

20+ proprietary steps from bean to protein. Our manufacturing technologies are designed to optimize structure and yield — resulting in highly functional, e!cient protein.

391,000+


Products can be made available in di!erent pack configurations and sizes.

The JUST Egg pipeline

Pan Baked Sous Vide

‘21 V4 Chopped Bites (regional flavors)

‘22 V5 V5 (organic)

Bites Folded Frittata

Folded

‘23 V6 V6 (organic)

Full builds (sandwich, bowls) Quiche

Omelette (food service)


Your inovations are changing the world.–John Mackey, CEO of Whole Foods Market

Taste Creamier with improved flavor profile.

Texture Flu!er with a more egg-like bite.

How Improved bean sourcing and processing.

JUST Egg V3 Launching 12/2020


Reimagining the egg

2


(1) Average nutritional of JUST Egg Liquid and JUST Egg Folded combined; egg, whole, cooked, hard-boiled; chicken, ground, raw; pork, fresh, ground, raw; beef (ground sirloin 90% lean, broiled patty) (2) Water Footprint (3) FAO (4) Deep Dyve

JUST Egg was developed for human and planet health

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JUST Egg uses 98% less water than eggs

JUST Egg has a 93% smaller carbon footprint than eggs

JUST Egg uses 86% less land than eggs

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JUST Egg has 0% cholesterol compared to eggs

JUST Egg has 69% less saturated fat than eggs

JUST Egg has about the same protein as eggs

https://waterfootprint.org/en/water-footprint/product-water-footprint/water-footprint-crop-and-animal-products/

http://www.fao.org/3/i3437e/i3437e.pdf

https://www.deepdyve.com/lp/elsevier/variations-in-land-requirements-for-meat-production-jS7Xzrs3l9?articleList=/search?query=Variations+in+land+requirements+for+meat+production

https://waterfootprint.org/en/water-footprint/product-water-footprint/water-footprint-crop-and-animal-products/

http://www.fao.org/3/i3437e/i3437e.pdf

https://www.deepdyve.com/lp/elsevier/variations-in-land-requirements-for-meat-production-jS7Xzrs3l9?articleList=/search?query=Variations+in+land+requirements+for+meat+production


Milk Ice Cream Butter Cheese Meat Yogurt Creamer Eggs

-10%

6%

-1%3%1%3%2%0.1%

192%

34%32%18%18%

8%6%5%

Plant-basedAnimal-based

Egg is the fastest growing plant-based category — by far. Data published July 2020 by FAIRR

SPINScan Natural and Specialty Gourmet (proprietary), SPINSscan Conventional Multi Outlet (powered by IRI), 52 weeks ending 29-12-2019. The Good Food Institute 2020

Animal-based and plant-based product comparison: dollar sales growth in 2019 JUST Egg owns 99.2% of the category

JUST created the plant-based egg category 7 years of R&D; over $150M invested

Plant-based burger Plant-based egg

Sensational (Nestlé) JUST Egg

Lightlife

Impossible Foods

Beyond Meat

Dr. Praeger’s

Gardein

MorningStar Farms


Whole Foods Market, Columbus, OH


90%Plant-based proteins Tofu, tempeh, plant-based meats

76%Chicken eggs Conventional, cage-free, pasture-raised

94%Other animal proteins Beef, chicken, pork, turkey

The vast majority of JUST Egg consumers also purchase animal protein % JUST Egg consumers purchasing last 52 weeks

Nielsen, Total U.S. Market Basket Report; Total Outlets, 52 Weeks Ending 5/16/20


19,143Retail points of distribution (on shelf and authorized)

500Foodservice/QSR points of distribution (today)

JUST Egg is seeing explosive growth across the U.S. 60M eggs sold


JUST Egg is growing faster than the fastest-selling plant-based products January – June 2020

Sales Velocity Acceleration (YoY in $/TDP)

Jan–Feb ‘20 Mar ‘20 Apr–Jun ‘20

100%+

60 – 100%

30 – 60%

10 – 30%

under 10%

Sales Velocity Average Growth

Plant-based egg (JUST Egg) 42% 94% 150%

Plant-based meat 12% 50% 36%

Plant-based milk 10% 38% 26%

Nielsen: plant-based milk & meat; IRI: JUST Egg; $/Total Distribution Points Jan-Jun 2020 vs Prior Year. JUST Egg share of plant-based egg: 99%, 4 weeks ending 6/14/20, IRI Multi Outlet, Category defined as JUST, Follow Your Heart

397% at Whole Foods


JUST Egg is the #1 growing egg brand and #2 in loyalty

All branded items Proj $ % Chg YAJUST Egg 367.1Sunnyside Farms 338.3Kreher’s 263Ctl Br 250.4Great Eggs 141.5Rose Acre Farms 123.2Martin'S 112.9The Farmer'S Hen 85.1Crystal Spring 80.9Penny Smart 78.6Nature’s Touch 70.5Sunups 45Fit & Active 43.4Sunny Meadow 42Clover Valley 40.5First Street 37.9Mitlitsky 35.8The Happy Egg Co. 35.1Sun Valley 35Hickman’s 33Food Club 31.7Weis 30.8Hillandale Farms 30.7365 29.7Petaluma Farms 28.8Midwest Egg Farmers 27.5Sunshine Farms 24.6Dutch Farms 24.3Sauder’s 24Publix 23.9Vital Farms 23.8

All branded itemsDollar Loyalty (Share of $ Requirements)

Kirkland 48

JUST Egg 47.5Hill Country Fare 47.1Great Value 37.7Market Basket 37.6Wellsley Farms 33.7Petaluma Farms 33.5Kroger 33Stater Bros. Markets 31.5Wegmans 31.3Nature'S Touch 31.1Hy-Vee 30.7Eggland’s Best 30.2Weis 29.6Cub 29.5Hannaford 29.2Meijer 28.9Ctl Br 28.8Sunny Meadow 27.7Sun Valley 27.5Member’s Mark 27.3Martin’s 27.3Vital Farms 27.2Lucerne 27.1Giant Eagle 26.8Price Chopper 26.6Publix 26.4Oakdell Egg Farms 26.1Jewel 26.1Sunups 25.8Best Choice 25.1

#1 fastest growing egg brand in grocery (+367% $ vs prior year)

#1 loyalty within branded eggs #2 overall

Source: Nielsen Consumer Panel, Egg Category, L52 ending 10/3/20; Loyalty is Share of $ Requirements; all egg brands over 5MM sales, excludes private label

1Confidential. Do not copy or distribute.

#1 Eggland's Best White 18ct

#2 Eggland's Best Omega-3 12ct

#3 Vital Farms Lrg Brwn 12ct

#4 Eggland's Best Brown Omega-3 12ct

#5 Pete and Gerry's Brown 12ct

#6 Eggland's Best Brown 12ct

#7 Eggland's Best XL White Omega-3 12ct

#8 Eggland's Best XL White 18ct

#9

JUST Egg is the 9th best-selling egg in conventional grocery Over 2,400 egg SKUs

Nielsen, Multi-Outlet, Latest Four Weeks Ending 11/28/20, top egg SKUs with ACV>30 in Chicken Eggs including JUST Egg 12oz

Made from chickens

Made from plants

Productivity (Margin/Inch) Margin/Store/Week Avg Price

Leading national retailer #1 on productivity #14 on total margin/store

JUST Egg Liquid 12oz $7.63 $22.12 $4.48Egglands Best Large White 18ct $4.33 $50.90 $3.93Farmhouse Large Brown Ct 18ct $4.14 $48.68 $4.13Egglands Best Extra Large White 18ct $4.08 $47.98 $4.10Egglands Best Large White 24ct $2.85 $33.50 $5.25The Happy Egg Large Brown 12ct $2.67 $31.34 $4.66Egglands Best Large Brown 12ct $2.54 $29.86 $4.68Egglands Best Large White 12ct $2.47 $29.03 $2.63Egglands Best Large Brown 12ct $2.31 $27.19 $3.46Egglands Best Extra Large White 12ct $2.24 $26.28 $2.81Vital Farms Large White 12ct $2.21 $25.95 $5.38Farmhouse Large Brown 12ct $2.20 $25.82 $2.81Nellies Large Brown 12ct $2.12 $24.86 $4.01Pete & Gerrys Large Brown 12ct $2.10 $24.72 $4.96Cal Maine Sunups Medium White 12ct $1.68 $19.77 $1.32Country Creek White 6ct $1.49 $9.74 $1.98Great Day Farms White 2ct $0.94 $4.09 $0.98

Leading natural channel grocer #2 on productivity #7 on total margin/store

Vtl Frm Lrg Brwn Egg USD Orgn Sl 12ct $44.80 $526 $6.95JUST Egg Liquid 12oz $42.50 $123 $4.99Vtl Frm Lrg Brwn Egg Mldd Try 12ct $32.36 $380 $5.98Alfr Egs Lrg Brwn Egg Mldd Try 18ct $30.92 $363 $7.29Pt & Gry Lrg Brown Egg 12ct $21.16 $249 $5.13Orgn Vly Lrg Brwn Egg Usd Sl 12ct $17.52 $206 $4.97Vtl Frm Asrtd Mdm Wht Egg Mldd Try 18ct $14.13 $166 $6.58Cntr Hen Lrg Brwn Egg USD Orgn SL 6ct $12.50 $82 $4.85Orgn Vly Extr Lrg Brwn Egg 12ct $10.33 $121 $4.98Pt & Gry Jmb Brwn Egg 12ct $8.36 $98 $6.74Orgn Vly Lrg Brwn Egg No Antb 6ct $8.16 $53 $2.89Vtl Frm Jmb Brwn Egg Mldd Try 12ct $7.23 $85 $6.98Vtl Frm Lrg Brwn Egg Mldd Try 12ct $7.12 $84 $6.47Orgn Vly Lrg Wht Egg Asrtd 12ct $6.89 $81 $4.96Orgn Vly Extr Lrg Wht Egg Asrtd 12ct $6.57 $77 $4.69Bl Sky Lrg Brwn Egg No Hrmn Antb 12ct $6.13 $72 $5.92Vtl Frm Lrg Wht Egg USD Orgn 6ct $5.02 $33 $3.77Bl Sky Sky Lrg Brown Egg 12ct $4.17 $49 $5.08Orgn Vly Extr Lrg Brown Egg 6ct $3.05 $20 $2.88Orgn Vly Lrg Wht Egg Usd Sl 6ct $2.94 $19 $2.88Orgn Vly Extr Lrg Brwn Egg USD SL 6ct $2.88 $19 $2.86

JUST - Confidential - Do not copy or distribute

JUST Egg is the most productive egg sku for retailers

Source: Natural Grocer – Nielsen, ACV>20, Last 4 Weeks Ending 8/8/20; JUST based on latest 1 week velocity ending 9/13; National Retailer – IRI, 52 Weeks, ACV>20, JUST using latest velocity for original store set 9/5/20; Productivity defined as retailer margin per linear inch, assumes category margin of 25% for national retailer, 40% for natural channel; 11.75” for 12 & 18ct, 6.55” for 6ct skus

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JUST Egg surpassing top-selling categories at a leading national retailer 4

JUST Egg retail performance

(1) Nielsen (2) Actuals through October 2020 (3) Actuals through October 2020 combined with projected EOY2020

(4) Retailer portal; u/s/w; excludes private label and ACV<10; competitive SKUs sourced via Nielsen, based on four weeks ending 12/28/2019 due to data availability

2019 First full year of sales

792K Household penetration1

15,325 Points of distribution2

56M JUST Eggs2

1M JUST Egg cases3

Nielsen, total units sold, last 4 weeks ending 10/31, excludes private label

JUST Egg at a glance JUST Egg outsells Beyond Meat after 11 months in a leading mass retailer

IRI, Monthly units per store per week average following product introduction

4

6

8

10

12

14

Month 1 Month 3 Month 5 Month 7 Month 9 Month 11

JUST Egg (u/s/w) Beyond Burger (u/s/w)

69 u/s/w surpassing 80% of all eggs

Vtl Frm Lrg Brwn Egg 12 Ct 376,939Vtl Frm Lrg Brwn Egg 12 Ct 334,243Orgn Vly Lrg Brwn Egg 12 Ct 209,550Pt & Gry Lrg Brwn Egg 12 Ct 149,765JUST Egg 12oz 118,214Orgn Vly Lrg Brwn Egg 6 Ct 81,940Vtl Frm Lrg Brwn Egg 18 Ct 81,546Orgn Vly Extr Lrg Brwn 12 Ct 70,629Vtl Frm Lrg Brwn Egg 12 Ct 61,288Pt & Gry Lrg Brwn Egg 18 Ct 55,593Orgn Vly Lrg Wht Egg 12 Ct 49,937Nls Mdm Brwn Egg 18 Ct 26,584Gvng Ntr Lrg Brwn Egg 12 Ct 26,452Pt & Gry Jmb Brwn Egg 12 Ct 22,817Gvng Ntr Extr Lrg Brwn 12 Ct 21,048Vtl Frm Jmb Brwn Egg 12 Ct 20,629Orgn Vly Mdm Brwn Egg 18 Ct 19,357Lts Egg Rnc Lrg Brwn 18 Ct 17,982Frmr Hen Hs Jmb Brwn 12 Ct 17,750Gvng Ntr Jmb Brwn Egg 12 Ct 17,007

40 u/s/w surpassing almond milk

Gvng Ntr Jmb Brwn Egg 12 Ct 14,931Pt & Gry Extr Lrg Brwn 12 Ct 14,185Cntr Hen Lrg Brwn Egg 6 Ct 13,361Jdys Fml Frm Extr Lrg 6 Ct 12,600Jdys Fml Frm Extr Lrg 12 Ct 12,052Svn Sns Lrg Brwn Egg 12 Ct 11,037Jdys Fml Frm Lrg Brwn 12 Ct 10,636Nls Lrg Brwn Egg 12 Ct 9,500Hlst Acr Uncl Mxd Brwn 12 Ct 8,941Clvr Snm Lrg Brwn Egg 12 Ct 8,624Phls Asrtd Lrg Wht Egg 12 Ct 8,546Rck Isl Lrg Brwn Egg 12 Ct 8,109Cntr Hen Extr Lrg Brwn 6 Ct 7,343Alxn Kds Lrg Brwn Egg 12 Ct 7,299Jrmh Cnn Wrl Bst Egs 12 Ct 7,112Uncl Eds Wld Hen Frm 12 Ct 6,723Clvr Snm Lrg Brwn Egg 12 Ct 6,564Clvr Snm Lrg Brwn Egg 12 Ct 6,500Lry Sch Org Frm Lrg 12 Ct 6,452Frmr Hen Hs Lrg Brwn 12 Ct 6,280

Lts Egg Rnc Lrg Brwn 12 Ct 6,266Jdys Fml Frm Extr Lrg 6 Ct 6,193Uncl Eds Wld Hen Frm 6 Ct 6,074Crls Lrg Hrlm Brwn Egg 6 Ct 5,943Jdys Fml Frm Lrg Brwn 12 Ct 5,874Lts Egg Rnc Mdm Brwn 12 Ct 5,548Nst Frs Lrg Brwn Egg 18 Ct 5,546Bl Sky Lrg Brwn Egg No 12 Ct 5,491Snrs Frs Lrg Wht Egg 18 Ct 5,290Rck Isl Extr Lrg Brwn Egg 12 Ct 5,119Jrmh Cnn Wrl Bst Egs Lrg 12 Ct 5,036Olvr Org Egs Lrg Wht Egg 12 Ct 4,813Wht Egg 16 Oz 4,743Fr Rng Lrg Brwn Egg Mldd 12 Ct 4,635Shnn Vly Lrg Brwn Egg 12 Ct 4,564Frm Brwn Egg No Antb 12 Ct 4,516Chn Vly Rnc Lrg Brwn Egg 6 Ct 4,406Bl Sky Lrg Brwn Egg 12 Ct 4,364Chn Vly Rnc Veg A Fed 18 Ct 4,351Hmn Hrv Lrg Brwn Egg 6 Ct 4,106

Total units

Ranked 5th out of 152 egg SKUs at a leading national retailer 228% Growth YoY

JUST Egg Folded retail performance First time ever a plant-based protein has reached #1 in a major category

90 days after launch, it has become the #1 frozen breakfast meals/combos at top 5 supermarket

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35323232323441

373331313132

4037343230

25252423191917

1313141310864

(1) Actuals through October 2020 (2) Actuals through October 2020 combined with projected EOY2020

#1 in breakfast meals/combos JUST Egg Folded velocity has grown 502% since launch in leading national retailer

Units per store selling per month

Just Egg Folded 8oz 20.56

Jimmy Dean Brkfst Bowl Egg Sausage 8 Oz 19.96

Jimmy Dean Bacon Egg Pot Bowl 8 Oz 18.20

Reds Eggwich Turkey Sausage Cheese 3.5 Oz 16.72

Jimmy Dean Sausg Egg Chs Croisant 18 Oz 15.82

Jimmy Dean Turkey Sausage Egg 20.4 Oz 15.17

Reds Eggwich Chicken Apple Ssg Cheese 3.5oz 14.44

Jimmy Dean Sausg Egg Chs Biscuit 18 Oz 12.88

Amys Breakfast Tofu Scramble Ogc 9 Oz 12.00

Galant Bennys Egg Pott Grn Chile Chs Wrp 8 Oz 11.88

#1 frozen breakfast entree in natural channel

Units per store selling per week

JUST Egg Folded 35.21

Amy's Tofu Scramble Bowl 9oz 9.08

Private Label Spnc Bsl Ft Egg Wht Bt 4.2 Oz 5.95

Private Label Uncr Ham Gryr Chs Egg Bt 4.2 Oz 5.14

Good Food Made Simple Bacon Scramble 7oz 4.25

Dr Praegers CF Egg Veg Cheddar Bowl 7oz 4.16

Fl Gd Fds 8 Oz 3.82

Fl Gd Fds 8 Oz 3.44

Good Food Made Simple Egg White Bcn Trky 7oz 3.24

Dr Praegers CF Egg Bn Tortilla Ranch Bowl 8oz 3

Nielsen, Last 4 wks ending 10/31/20; JUST Egg Folded based on last 1 wk ending 11/8 from retailer portal; % growth refers to latest wk vs first full wk of launch ending 4/5/20

SPINS; last 12 weeks ending 9/6/20, Frozen Breakfast Entrees; all items with ACV>10; u/s/m based on units and stores selling calculation


JUST Egg Folded at a glance

2020 First full year of sales

3,817 Points of distribution1

4.9M JUST Eggs1

191K JUST Egg cases2

Retailer portal, u/s/w


Nielsen, AOC-Multi Outlet, $/store/week, Frozen Breakfast Meals/Combos, all products selling > 1k stores, L4 wks ending 10/3

JUST Egg Folded is #1 in grocery JUST Egg’s sales per store ranks the highest in all of Frozen Breakfast Meals/Combos just 5 months after launching

SKU

#1 JUST Egg Folded 8oz#2 Jimmy Dean Brk Bwl Ssg Chdr Chs 7oz#3 Brw Pub Ltz Mtz Chdr Mzrl Ssg Wrap 26oz#4 Jimmy Dean Brk Bwl Egg Bcn Chr Chs 7oz#5 Jimmy Dean Brk Bwl Ssg Ptt Chr Chs 7oz#6 Jimmy Dean Egg Ham Chdr Chs 8oz#7 Jimmy Dean Egg Snd Stk Chdr Chs Brkf Bwl 7oz#8 Jimmy Dean Ssg Ham Bcn Chd Mzr Hsh Brwn Wrap 15oz#9 Jimmy Dean Dlg Scrm Egg Wht Turkey Ssg 7oz#10 Jimmy Dean Brk Bwl LDD DCD Ptt Egg 7oz#11 Red Brn Scr Ssg Scrm Chdr Mzrl 11.72oz#12 Jimmy Dean Skl Ssg Sklt Frz 20oz#13 Red Brn Scr Bcn Scrm Chdr Mzrl 11.72oz#14 Jimmy Dean Ssg Chdr Mzrl Hsh Brwn 15oz#15 Jimmy Dean Scrm Egg Prk Ssg 9oz#16 Jimmy Dean Dlg Egg Ptt Chdr Trky Ssg 7oz#17 Atkn Day Brk Frmh Scrm Egg 7oz#18 Amys Tofu Scrm Hsh 9oz#19 Smart Ones Smr Bgn Scrm Egg White 6.49#20 Bob Evan Brn Bwl Cntr Grvy Ssg Ptt Egg 11oz#21 Smart Ones Smr Bgn Chdr Mntr Jack 6.49oz#22 Dr Praeger Cg Fr Scrm Egg Vg Chd Brk Bowl 7oz#23 Jimmy Dean Brk Bowl Egg Ptt Chrz Ssg Chdr Onn 7oz#24 Jimmy Dean Prk Ssg Scrm Egg Frnc 9oz#25 Jimmy Dean Scrm Egg Prk Ssg Bcn Ptt MT 9oz#26 Gardein Mtls Ssg Ptt Eggls Scrm Kl 8.5oz#27 Life Cuisine Csn Dcd Trky Bcn Chr 4.5oz#28 Atkins Bcn Chdr Chs Egg 7oz#29 Gardein Mtls Ssg Ptt Egls Scrm 8.5oz#30 Jimmy Dean Dlg Scr Egg Dcd Ptt 7oz#31 Devour Dbl Ttr Tot Ptt Egg Prk Ssg Bcn Sc 9oz#32 Gardein Ptt Mtls Ssg Egg Mshr Brk Bowl 8.5oz#33 Bob Evans Brn Bowl Ssg Ptt Egg Blnd 11oz#34 Gardein Mtls Sthw Ssg Bn Egls Crn Mzrl 8.5oz#35 Good Food Md Smp Egg Wht 10oz#36 Life Cuisine Csn Tmt Mzrl Flfy 4.5oz#37 Devour Stk n Egg Ptt Onn Bf Grvy Bcn 9oz#38 Amys Tofu Spinach Rstd Ptt Mtls Ssg Brk Bwl 8oz#39 Pioneer Wmn Flfy Egg Bt Chdr Fr Ppr Vg Onn 9.5oz#40 Gardein Mtls Ssg Ptt Egls Scrm Egg Ppr 8.5oz


Sous-Vide

3


Whole plants are the healthiest foods for humans and the planet. We want our consumers to see JUST Egg as a means to eat more of them. And we want our research and development team to reach for them first in any product or recipe work.

Mushrooms White button, cremini, shiitake, portobello mushrooms.

Colorful vegetables Peppers, tomatoes, carrots, beets, sweet potato, squash, pumpkin.

Whole grains Whole wheat, brown rice, corn, oats, quinoa, millet, amaranth.

Herbs Oregano, basil, thyme, cilantro, tarragon, chives, dill.

Spices Turmeric, paprika, chili, black pepper, ginger, cumin, coriander.

Alliums Garlic, onions, leeks, scallions.

Sweet Whole fruits, date sugar, maple syrup.

Fats Minimal oils. Avocado, nut and seed butters.

Sea vegetables Nori, dulse seaweeds.

Legumes Alfalfa, beans, peas, chickpeas, lentils, lupins, tamarind.

Leafy greens Kale, arugula, spinach, bok choy, collard greens.

Cruciferous vegetables Brussels sprouts, cabbage, cauliflower, broccoli.

Abundant, whole plants

JUST Egg Sous-Vide Four unique and distinct flavors inspired by global cuisines and whole plants.

Pack Size: 8.4oz Case Size: 8 count Storage: Frozen Shelf Life: 270 days

America Roasted Potato, Dill, Chives, Red Bell Pepper, Black Pepper

India Curry, broccoli, cauliflower, coconut milk and lemongrass

Mexico Roasted Poblanos, Chili Powder, Black Beans, Corn, Lime

Japan Portobello Mushrooms, Sweet Potatoes, Furikake, Soy


JUST Egg Sous-Vide A delicious new high-protein breakfast

Source: 321 respondents who have purchased plant-based meat or dairy in past year; fielded via Cint US panel representing US census on age & gender; Overindex compares ‘very likely’ vs ‘very unlikely

Appeal • 75% of consumers likely to purchase • Top reasons are Health (39%), Taste (36%),

and Convenience (14%) • Those likely to purchase are 79% meat-eaters

(46% omnivore, 34% flexitarian) • Heavy overindexes on

• Children in the home < 18yo (375% more likely) • Age (1 in 3 are 30-44) • Higher Income (54% more likely > $100k)

Use Top uses • Would eat as a meal (76%) • Would eat as a snack (24%) • Would eat weekly or more for breakfast (70%),

Lunch (39%), Dinner (32%), or as a Snack (48%)

Category growth • 35% would replace conventional eggs • 21% cereal • 15% bagels • 14% fruit • 13% yogurt

Cuisine Solutions The world’s leading manufacturer and distributor of premium sous vide foods.

Partnership Cuisine Solutions is the exclusive manufacturer and distributor of JUST Egg Sous-Vide, globally.

Sous Vide French for “under vacuum,” sous-vide is a cooking method in which food is sealed and slow-cooked in water at constant, precise temperatures.

Starbucks Cuisine Solutions is the creator and sole supplier of sous vide egg bites to Starbucks and other large national accounts and retailers.



Trends

4

JUST Egg consumers represent a broad, growing mix of flexitarians


Younger 65% of households between 25-54

Higher Income 66% of households make over $70,000/year

Educated 79% have some college education

Diverse 23% African American 27% Hispanic

With and without kids JUST Egg over-indexes among many “behavior stages”, including households without kids (“young transitionals”, “established couples”, and “independent singles) and with young families (“start up families” and “small scale families”).

Nielson, Latest 52 - W/E 10/03/20


Collapsed boxes “strongly agree and somewhat agree” and “strongly disagree and somewhat disagree”

Making a healthier food choice 51%

Desire to eat fewer animal products 42%

Wanting to live a more sustainable lifestyle 39%

Convenience 29%

Health is the driver of purchase intent

What are the reasons you’ve purchased a plant-based product?

Consumers believe an egg from a plant is healthier

Agree 52%

Neither agree nor disagree 38%

Disagree 10%

Plant-based eggs are healthier than their animal-based counterparts.

COVID-19 is accelerating plant-based preferences Agree 57%

Neither agree nor disagree 21%

Disagree 22%

I am eating fewer animal products since the COVID-19 pandemic began.

1 – 8 32%

9 – 16 24%

17 – 24 9%

Majority of consumers think society will be 100% plant-based in the next 15 years

In how many years do you think society will be eating fully plant-based?

OnePoll, U.S. Gen Pop, 2,000 respondents July 6, 2020 – July 10, 2020


Brand

5

5/19/19 6/16/19 7/14/19 8/11/19 9/8/19 10/6/19 11/3/19 12/1/19 12/29/19 1/26/20 2/23/20 3/22/20 4/19/20 5/17/20 6/14/20 7/11/20 08/08/20 09/05/20 10/03/20 10/31/20 11/28/20

854K792K

715K701K648K635K

571K

470K423K389K371K

331K299K270K239K211K195K188K150K135K122K

Source: Nielsen panel data, all outlets, rolling 52 week periods

JUST Egg Products are in 854K households — and growing Household penetration up 597% since launch

Confidential. Do not copy or distribute. 1

Audience size 33% of households have at least one member following a flexitarian diet1

Behavioral Buyers of other plant-based food (via market basket data)

Demographic Skews younger, female, higher income, higher education

Heart health More than 102 million Americans over the age of 20 have high cholesterol2

Allergy 2% of children have egg allergies3 and more have sensitivities or other food allergies that limit egg consumption

People who are eating fewer animal products for their health and the planet’s health

2020-2021 target audience


(1) FMI’s 2019 U.S. Grocery Shopper Trends report (2) Center for Disease Control (3) American College of Allergy, Asthma & Immunology


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https://vimeo.com/350172128

































Experiential Digital Shopper TraditionalField activations Convention Trade shows University visits

Targeted awareness campaigns Paid influencer campaigns SEM/always on Social and email acquisition Media partnerships

Digital/app o"ers Mailed promotions In-store signage Sponsored e-commerce search E-commerce display

Print TV ad buys Out of home ads


2020 marketing components

$3.99 JUST Egg

A better egg.

Save $1.50 on JUST Egg

CONSUMER: Limit one coupon per purchase of product indicated. Limit of two like coupons in same shopping trip. Consumer pays sales tax. Coupon may not be bought, reproduced, transferred or sold. No cash value. No cash back. Void where taxed, restrict-ed or prohibited. May not be combined with any other o!er or promotion.

RETAILER: Eat JUST, Inc. will reimburse the face value of this coupon, plus 8 cents handling in accordance with our redemption policy (copy available upon request). Void where prohibited, taxed or restricted by law. Cash Value: 1/100¢. Mail coupons to:Eat JUST, Inc. Mandlik & Rhodes, PO Box 490 Dept #1254, Tecate, CA 91980.

Exp: 06/30/2020MANUFACTURER COUPON 0191011-123150

Made from plants, JUST Egg is free of cholesterol and has a

93% smaller carbon footprint than conventional chicken eggs.

It’s a better egg, for you and the planet. Find out more at ju.st

20200510 S5060_00_EB_00 Fri Apr 3 16:28:00 EDT 2020

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https://www.youtube.com/watch?v=GmNpqWFlhmA&feature=youtu.be













Cultural icons and renowned chefs promote JUST Egg organically

Lizzo 9.3M+ followers on TikTok

Kim Kardashian 176M+ followers on Instagram

Questlove 2M+ followers on Instagram

José Andrés TIME’s 100 Most Influential People

First JUST Egg post Second JUST Egg post Views 6.7M 2.6MLikes 1.8M 558KComments 10K 3.3K

Ellen DeGeneres 1.2M+ viewers


Thousands of consumers are raving about JUST Egg


Documents

Confidential . Do not copy or distribute