SHANGHAI–(BUSINESS WIRE)–Eat Just, Inc., a company that applies cutting-edge science and technology to create healthier, more sustainable foods, today announced that Dicos, one of China’s leading fast-food chains, has added the award-winning JUST Egg to its menu at over 500 locations.
Notably, the chain’s conventional egg patty will be replaced with JUST Egg’s pre-baked, folded format, marking the first time a major quick service restaurant has swapped an animal-based product with a plant-based one across multiple regular 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.
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 celebrate 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. We look forward to seeing the consumer response and will plan future menu offerings around it,” said Dicos Chief Marketing Officer Xie Yahui.
“We’ve witnessed the excitement consumers in China have for JUST Egg, all driven by a generational move to healthier, more sustainable foods. We’re grateful to partner with Dicos on this global plant-based protein milestone,” said Eat Just co-founder and CEO Josh Tetrick.
JUST Egg has been available in China since 2019 on popular e-commerce platforms like Alibaba-owned Tmall and JD.com, with year-over-year growth of 70%. The product has also been sold in select brick-and-mortar retail and foodservice locations. In October, Eat Just announced a partnership with a consortium led by Proterra Investment Partners Asia Pte. Ltd., an investment management firm focused on the food and agribusiness sectors, to build and operate a plant protein production facility in Singapore to meet demand for JUST Egg products across Asia.
About Eat Just, Inc.
Eat Just, Inc. is on a mission to build a food system where everyone eats well. The company’s world-class team of scientists and researchers leverage a one-of-a-kind discovery platform for food ingredient innovation and Michelin starred chefs combine these discoveries with decades of culinary expertise to create delicious, accessible, healthier and more sustainable products. We have been recognized as one of Fast Company’s “Most Innovative Companies,” Entrepreneur’s “100 Brilliant Companies,” CNBC’s “Disruptor 50” and a World Economic Forum Technology Pioneer. The company’s flagship plant-based egg was named among Popular Science’s “100 Greatest Innovations,” Fast Company’s “World Changing Ideas” and, most recently, its new folded plant-based egg won “Best New Frozen Product” at Expo West’s NEXTY Awards and Delicious Living’s “Best Bite Awards.” For more information, visit http://ju.st.
Dicos is one of the largest foodservice companies in China, with 2,600 stores across 32 provinces and autonomous regions, and a commitment to driving restaurant innovation based on consumer demand. With more than 70,000 employees serving 600 million consumers annually, Dicos offers western-style fast food, Chinese fast food, coffee and more, with the ability to develop and franchise stores in all provinces and cities across the country. The company has consistently ranked among China’s leading restaurant chains and fast-food brands. For more information, visit http://www.dicos.com.cn.