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MENU INNOVATIONS | Staff Reporter, China
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Dicos introduces plant-based egg at over 500 locations

The Chinese fast food chain will integrate the item in their core breakfast offerings.

Dicos has partnered with Eat Just, Inc. to add the latter’s plant-based JUST Egg to its menu at over 500 locations in China.

The chain’s conventional chicken egg patty will be replaced with JUST Egg’s pre-baked, folded format. Dicos stores in Shanghai, Beijing and Guangzhou as well as in Liaoning and Shandong provinces will introduce the JUST Egg product in three breakfast burgers, three bagel sandwiches and a “western” breakfast plate.

To commemorate the launch, the companies will leverage Weibo and WeChat in addition to Douyin and Kuaishou video-sharing platforms to build awareness and drive consumer trials 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,” Dicos chief marketing officer Xie Yahui said in a media release.

“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,” added Eat Just co-founder and CEO Josh Tetrick.

Since 2019, JUST Egg has been available in Chinese e-commerce platforms like Alibaba-owned Tmall and JD.com, with year-over-year growth of 70%.

Dicos is considered one of the largest foodservice companies in China, with 2,600 stores across 32 provinces and autonomous regions, with more than 70,000 employees and serving 600 million consumers annually.

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