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Food and Drink

Plant-Based Protein Is Breakfast's Not-So-Secret Ingredient

Erika Adams

Photo Caption: Mid-Atlantic chain Silver Diner recently added the Just Egg Benedict to its menu. 

Skift Take

For many restaurant chains, the breakfast category presents plenty of opportunity for sales growth. Adding vegan options to the morning menu is yet another way to get more diners through the door.

While Impossible Foods and Beyond Meat are jockeying for ownership of the plant-based burger market, restaurant chains are moving to replicate this vegan sales success in the competitive breakfast market. Just, a vegan food company that produces the popular Just Egg faux egg protein, is positioning itself as the company to beat in that category, having recently signed partnerships with emerging organic burger chain Bareburger and casual dining chain Silver Diner. Bareburger, which already carries Beyond Meat's Beyond Burger,

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