This week, one of China’s top fast-food chain Dicos added vegan JUST Egg to its menu at 500 locations. JUST Egg is now featured as part of three breakfast burgers, three bagel sandwiches, and a “Western” breakfast plate. Dicos is replacing its animal-derived chicken eggs with the mung bean-based vegan egg, marking the first time a major fast-food restaurant has swapped an animal-based product with a plant-based one across multiple regular menu offerings. “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,” Dicos Chief Marketing Officer Xie Yahui said. “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.”
California-based Eat Just (the company behind JUST Egg) and Dicos will leverage a variety of social media platforms, including WeChat and Weibo, to promote the new menu items. “We’ve witnessed the excitement consumers in China have for JUST Egg, all driven by a generational move to healthier, more sustainable foods,” Eat Just co-founder and CEO Josh Tetrick said. “We’re grateful to partner with Dicos on this global plant-based protein milestone.”
Vegan at Dicos
JUST egg is not the first vegan item available at Dicos. Last year, the chain partnered with Chinese plant-based meat brand Starfield to add vegan chicken products such as burgers and nuggets to its menu at nearly 2,600 locations across the country, making Dicos the first large-scale Chinese fast-food chain to offer plant-based products in the country.
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