The soaring cost of chicken eggs has given a plant-based rival an opening.

Just Egg, the vegan egg substitute made from mung beans, has taken out a full-page ad in this Sunday’s New York Times touting that “Plants don’t get the flu,” a reference to an avian flu outbreak that’s made chicken eggs scarce on store shelves and awfully expensive. Egg prices climbed by 11.1% from November to December, according to the Bureau of Labor Statistics’ Consumer Price Index. The CPI’s index for meats, poultry fish and eggs was up by 7.7% in December as compared to the same period last year.

Birds are being culled to stop the endemic, including egg-laying hens. More than 57 million birds have been affected, according to the Centers for Disease Control and Prevention.

Just Egg said it has expanded distribution and increased shelf space at stores to meet accelerating demand.  According to the company, sales velocity has never been higher while prices have remained stable over the last 13 four-week periods. The suggested retail price of Just Egg is $3.99 per bottle, with the average price at retail being $4.30. A 12-ounce bottle of Just Egg yields the equivalent of eight eggs.

Beginning this weekend, Just Egg ads will appear on digital displays of more than 800 free Volta Charging EV charging stations outside of grocery stores across the U.S., a move Just Egg hopes will engage shoppers in close proximity to stores.

Just Egg is a product of Eat Just, the food technology company also at work on lab-grown meat.

Beyond Meat brand leader departs: report

In other plant-based marketing news, Beth Moskowitz, chief brand officer of the plant-based food company Beyond Meat, is departing from her role at the company, according to the Wall Street Journal.

Moskowitz had been with Beyond Meat for more than four years, leading brand-building efforts. The company has hired an executive to lead marketing who will start next month, the report added.