Eat Just, Inc., a plant-based company that applies cutting-edge science and technology to create healthier, more sustainable foods, just announced that Dicos, one of the leading fast-food chains in China, has added JUST Egg to its menu at over 500 locations.
The chain’s conventional egg patty will be replaced with JUST Egg’s pre-baked, folded egg, marking the first time a major quick service restaurant has swapped an animal-based product with a plant-based one across multiple menu offerings. The addition of a plant-based egg at one of China’s most popular restaurants signals growing consumer excitement and business momentum for delicious, healthier and more sustainable foods.
“We have witnessed the excitement consumers in China have for JUST Egg, all driven by a generational move to healthier, more sustainable foods,” Eat Just’s Co-Founder and CEO, Josh Tetrick, said in a statement. “We are grateful to partner with Dicos on this global plant-based protein milestone.”
Dicos stores in Shanghai, Beijing, and Guangzhou, as well as in Liaoning and Shandong provinces will introduce JUST Egg in three breakfast burgers, three bagel sandwiches, and a “western” breakfast plate.
To commemorate JUST Egg’s launch, the companies will leverage Weibo and WeChat in addition to Douyin and Kuaishou video-sharing platforms to build awareness and drive consumer trial through a series of breakfast “unboxing” videos featuring technology-oriented key opinion leaders.
“The introduction of JUST Egg at Dicos is a product and brand upgrade based on consumers’ increasing interest in nutrition, healthier diets, and environmental awareness. Adding JUST Egg to our core breakfast menu offerings will allow customers to experience JUST Egg in a variety of ways,” stated Dicos Chief Marketing Officer Xie Yahui. “We look forward to the consumer response and will plan future menu offerings around it.”
JUST Egg has been available in China since 2019 on popular e-commerce platforms like Alibaba-owned Tmall and JD.com, with growth of 70%. The product has also been sold in select brick-and-mortar retail and foodservice locations.
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