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Deb-El Foods Corp. hopes to capture part of the $150 million consumer egg substitute market when it introduces Just Whites, an all-natural powdered dried egg white, into supermarkets and health food stores later this year.

What differentiates Just Whites from other egg products such as Egg Beaters, said Deb-El President Elliot Gibber, is that it's the first egg white product with no artificial ingredients.

Six months ago, Deb-El began offering Just Whites to the public by mail order through display ads in selected magazines. Just Whites will be available in New York, New Jersey and Connecticut in September, and should be in stores nationwide by the end of December.

A print campaign, created in-house, will run in consumer food publications in the fall. Renee Sall Associates, Woodcliff Lake, N.J., handles marketing and promotions.

Just Whites is the first consumer venture for Elizabeth, N.J.-based Deb-El. The product has been sold industrially under the name Dried Egg Whites and has done $15 million in yearly sales.

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