Dive Brief:

• Egg substitute "Beyond Eggs" has found some success at retail. Three Beyond Egg products are heading for the aisles of Whole Foods.
• But company founder Josh Tetrick sees far more potential in convincing food processors that his product is an economically wise replacement for eggs.
• Tetrick says the math is simple. His replacement product is 18% cheaper than battery cage eggs. Tetrick expects prices to fall further as the company scales.
• Tetrick may have conquered the taste barrier as well. By using multiple recipes based upon multiple plants, the Beyond Eggs products may be well suited to industrial use.

Dive Insight:

Certainly no food processor will buy an egg substitute that tastes bad. But it's probably not accurate to say that the substitute must actually taste good. If there's one thing we've learned from the rise in popularity of high-fructose corn syrup it's that consumers will put up with a lot in exchange for low prices. Our sense is that as long as Tetrick can produce substitutes that are inexpensive and not completely awful, he may have a winner.