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Panera Petitions FDA for Clear Definition of ‘Egg’ for Restaurants

Panera Petitions FDA for Clear Definition of ‘Egg’ for Restaurants


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When Panera started serving breakfast food, we knew we’d found a good egg. Now, the fast-casual chain is asking for a crackdown to ensure that all eggs are good eggs — by pressuring the Food and Drug Administration to hold restaurants accountable for clearly listing ingredients in their “egg” dishes.

Currently, chains can get away with using egg substitutes or eggs enriched with other ingredients, while simply listing “egg” on the menu. When consumers eat their morning meal, they’re consuming more than just eggs — butter-type flavors, gums, and added color are all fair game — without even knowing it.

Panera makes the case that the number of ingredients in restaurant eggs is egg-cessive, pointing out that egg breakfasts from 50 percent of the top fast-casual chains contain eggs with five or more ingredients. Starbucks’ Sausage, Cheddar, & Egg Breakfast Sandwich, for example, is made with egg that contains 16 ingredients. Panera thinks an “egg” should be just one ingredient — the egg.

“Everything we offer at Starbucks is made with the highest-quality ingredients, and we have been transparent about what’s in our food and drinks for many years,” a Starbucks representative told The Daily Meal. However, Panera has a different perspective.

“We find this misleading to the consumer who believes an egg sandwich contains a whole, cracked shell egg,” Sara Burnett, Panera’s director of wellness and food policy, told The Daily Meal. “We believe people deserve to know what’s in their food and make the best choices for them based on this knowledge.”

In conjunction with the launch of a breakfast menu featuring over-easy egg sandwiches, Panera Bread announced that it has sent a petition to the FDA to clearly define the word “egg” for restaurant ingredients and menus.

The petition requests that the FDA “clearly define the standard of identity for the term ‘egg’ on the grounds that it would promote honest and fair labeling and naming of food products for sale within retailers and foodservice.” Upon such a change, restaurants and retailers would either have to list the multiple egg-y ingredients on their labels or switch to using only real eggs.

“We hope the FDA will seriously consider drafting a clear, concise definition for public comment,” Burnett told The Daily Meal.

The change would make a difference in food service quality for restaurants trying to add more nutritious breakfast options for American consumers. Eggs are a healthy, protein-rich ingredient that’s included in some of the healthiest fast food breakfast options.


Panera Petitions FDA To Define 'Egg,' As Brand Intros New Egg Sandwiches

Panera Bread is once again demonstrating its genius for earning free media exposure for new offerings through well-publicized initiatives relating to its &ldquo100% clean&rdquo brand promise.

This time, Panera has announced that it has petitioned the Food and Drug Administration to establish a clear definition of &ldquoegg.&rdquo And it&rsquos making no bones about timing this move to coincide with its launch of a line of made-to-order breakfast sandwiches &ldquofeaturing 100% real eggs.&rdquo

The restaurant brand points out that lack of a more specific FDA definition of egg has allowed food purveyors to use eggs that include additives such as butter flavors, gums and added color and sell them under the generic term &ldquoegg.&rdquo Panera says that its research found that half of the top 10 fast casual restaurants that sell breakfast have an &ldquoegg&rdquo made of five or more ingredients.

Panera says its goal in petitioning the FDA is to &ldquobetter support and inform guests in the absence of a true definition for the word &lsquoegg.&rsquo&rdquo

Of course, it also provides an opportunity to get the word out through the press that Panera uses only &ldquofreshly prepared, cracked shell eggs and/or egg whites with no additives&rdquo in its new sandwiches and other egg-containing menu items.

The brand&rsquos press release includes statements from several of its executives, such as president and CEO Blaine Hurst, who stresses that, &ldquoResponsible companies will be transparent about the food items they serve, even if regulation does not require them to do so.&rdquo

Panera has a growing track record for pairing press-generating initiatives tied to clean food and transparency issues with its product launches.

Last March , the company grabbed headlines and generated awareness for its new line of craft beverages by becoming the first national chain to post added sugar information, as well as calories, for all self-serve beverages in its restaurants.

In September, when it announced that it would offer kid-sized portions of all items on its regular, free-of-all-additives menu instead of separate kids meals, Panera used a somewhat different publicity tack. Founder and then-CEO (now executive chairman) Ron Shaich used a video posted on the brand&rsquos Twitter channel and an open letter published in national newspapers to challenge the CEOs of leading fast-food chains to eat off of their kids menus for a week &mdash and then reevaluate the meals&rsquos nutritional value.

The breakfast sandwiches launch is also being promoted through a social media push encouraging consumers to &ldquojoin the conversation around egg transparency on social media by using #RespectTheEgg. Panera employed the same theme for a press event in New York City featuring sampling of the new sandwiches and information about their ingredients versus those used by competitors.


Panera Petitions FDA To Define 'Egg,' As Brand Intros New Egg Sandwiches

Panera Bread is once again demonstrating its genius for earning free media exposure for new offerings through well-publicized initiatives relating to its &ldquo100% clean&rdquo brand promise.

This time, Panera has announced that it has petitioned the Food and Drug Administration to establish a clear definition of &ldquoegg.&rdquo And it&rsquos making no bones about timing this move to coincide with its launch of a line of made-to-order breakfast sandwiches &ldquofeaturing 100% real eggs.&rdquo

The restaurant brand points out that lack of a more specific FDA definition of egg has allowed food purveyors to use eggs that include additives such as butter flavors, gums and added color and sell them under the generic term &ldquoegg.&rdquo Panera says that its research found that half of the top 10 fast casual restaurants that sell breakfast have an &ldquoegg&rdquo made of five or more ingredients.

Panera says its goal in petitioning the FDA is to &ldquobetter support and inform guests in the absence of a true definition for the word &lsquoegg.&rsquo&rdquo

Of course, it also provides an opportunity to get the word out through the press that Panera uses only &ldquofreshly prepared, cracked shell eggs and/or egg whites with no additives&rdquo in its new sandwiches and other egg-containing menu items.

The brand&rsquos press release includes statements from several of its executives, such as president and CEO Blaine Hurst, who stresses that, &ldquoResponsible companies will be transparent about the food items they serve, even if regulation does not require them to do so.&rdquo

Panera has a growing track record for pairing press-generating initiatives tied to clean food and transparency issues with its product launches.

Last March , the company grabbed headlines and generated awareness for its new line of craft beverages by becoming the first national chain to post added sugar information, as well as calories, for all self-serve beverages in its restaurants.

In September, when it announced that it would offer kid-sized portions of all items on its regular, free-of-all-additives menu instead of separate kids meals, Panera used a somewhat different publicity tack. Founder and then-CEO (now executive chairman) Ron Shaich used a video posted on the brand&rsquos Twitter channel and an open letter published in national newspapers to challenge the CEOs of leading fast-food chains to eat off of their kids menus for a week &mdash and then reevaluate the meals&rsquos nutritional value.

The breakfast sandwiches launch is also being promoted through a social media push encouraging consumers to &ldquojoin the conversation around egg transparency on social media by using #RespectTheEgg. Panera employed the same theme for a press event in New York City featuring sampling of the new sandwiches and information about their ingredients versus those used by competitors.


Panera Petitions FDA To Define 'Egg,' As Brand Intros New Egg Sandwiches

Panera Bread is once again demonstrating its genius for earning free media exposure for new offerings through well-publicized initiatives relating to its &ldquo100% clean&rdquo brand promise.

This time, Panera has announced that it has petitioned the Food and Drug Administration to establish a clear definition of &ldquoegg.&rdquo And it&rsquos making no bones about timing this move to coincide with its launch of a line of made-to-order breakfast sandwiches &ldquofeaturing 100% real eggs.&rdquo

The restaurant brand points out that lack of a more specific FDA definition of egg has allowed food purveyors to use eggs that include additives such as butter flavors, gums and added color and sell them under the generic term &ldquoegg.&rdquo Panera says that its research found that half of the top 10 fast casual restaurants that sell breakfast have an &ldquoegg&rdquo made of five or more ingredients.

Panera says its goal in petitioning the FDA is to &ldquobetter support and inform guests in the absence of a true definition for the word &lsquoegg.&rsquo&rdquo

Of course, it also provides an opportunity to get the word out through the press that Panera uses only &ldquofreshly prepared, cracked shell eggs and/or egg whites with no additives&rdquo in its new sandwiches and other egg-containing menu items.

The brand&rsquos press release includes statements from several of its executives, such as president and CEO Blaine Hurst, who stresses that, &ldquoResponsible companies will be transparent about the food items they serve, even if regulation does not require them to do so.&rdquo

Panera has a growing track record for pairing press-generating initiatives tied to clean food and transparency issues with its product launches.

Last March , the company grabbed headlines and generated awareness for its new line of craft beverages by becoming the first national chain to post added sugar information, as well as calories, for all self-serve beverages in its restaurants.

In September, when it announced that it would offer kid-sized portions of all items on its regular, free-of-all-additives menu instead of separate kids meals, Panera used a somewhat different publicity tack. Founder and then-CEO (now executive chairman) Ron Shaich used a video posted on the brand&rsquos Twitter channel and an open letter published in national newspapers to challenge the CEOs of leading fast-food chains to eat off of their kids menus for a week &mdash and then reevaluate the meals&rsquos nutritional value.

The breakfast sandwiches launch is also being promoted through a social media push encouraging consumers to &ldquojoin the conversation around egg transparency on social media by using #RespectTheEgg. Panera employed the same theme for a press event in New York City featuring sampling of the new sandwiches and information about their ingredients versus those used by competitors.


Panera Petitions FDA To Define 'Egg,' As Brand Intros New Egg Sandwiches

Panera Bread is once again demonstrating its genius for earning free media exposure for new offerings through well-publicized initiatives relating to its &ldquo100% clean&rdquo brand promise.

This time, Panera has announced that it has petitioned the Food and Drug Administration to establish a clear definition of &ldquoegg.&rdquo And it&rsquos making no bones about timing this move to coincide with its launch of a line of made-to-order breakfast sandwiches &ldquofeaturing 100% real eggs.&rdquo

The restaurant brand points out that lack of a more specific FDA definition of egg has allowed food purveyors to use eggs that include additives such as butter flavors, gums and added color and sell them under the generic term &ldquoegg.&rdquo Panera says that its research found that half of the top 10 fast casual restaurants that sell breakfast have an &ldquoegg&rdquo made of five or more ingredients.

Panera says its goal in petitioning the FDA is to &ldquobetter support and inform guests in the absence of a true definition for the word &lsquoegg.&rsquo&rdquo

Of course, it also provides an opportunity to get the word out through the press that Panera uses only &ldquofreshly prepared, cracked shell eggs and/or egg whites with no additives&rdquo in its new sandwiches and other egg-containing menu items.

The brand&rsquos press release includes statements from several of its executives, such as president and CEO Blaine Hurst, who stresses that, &ldquoResponsible companies will be transparent about the food items they serve, even if regulation does not require them to do so.&rdquo

Panera has a growing track record for pairing press-generating initiatives tied to clean food and transparency issues with its product launches.

Last March , the company grabbed headlines and generated awareness for its new line of craft beverages by becoming the first national chain to post added sugar information, as well as calories, for all self-serve beverages in its restaurants.

In September, when it announced that it would offer kid-sized portions of all items on its regular, free-of-all-additives menu instead of separate kids meals, Panera used a somewhat different publicity tack. Founder and then-CEO (now executive chairman) Ron Shaich used a video posted on the brand&rsquos Twitter channel and an open letter published in national newspapers to challenge the CEOs of leading fast-food chains to eat off of their kids menus for a week &mdash and then reevaluate the meals&rsquos nutritional value.

The breakfast sandwiches launch is also being promoted through a social media push encouraging consumers to &ldquojoin the conversation around egg transparency on social media by using #RespectTheEgg. Panera employed the same theme for a press event in New York City featuring sampling of the new sandwiches and information about their ingredients versus those used by competitors.


Panera Petitions FDA To Define 'Egg,' As Brand Intros New Egg Sandwiches

Panera Bread is once again demonstrating its genius for earning free media exposure for new offerings through well-publicized initiatives relating to its &ldquo100% clean&rdquo brand promise.

This time, Panera has announced that it has petitioned the Food and Drug Administration to establish a clear definition of &ldquoegg.&rdquo And it&rsquos making no bones about timing this move to coincide with its launch of a line of made-to-order breakfast sandwiches &ldquofeaturing 100% real eggs.&rdquo

The restaurant brand points out that lack of a more specific FDA definition of egg has allowed food purveyors to use eggs that include additives such as butter flavors, gums and added color and sell them under the generic term &ldquoegg.&rdquo Panera says that its research found that half of the top 10 fast casual restaurants that sell breakfast have an &ldquoegg&rdquo made of five or more ingredients.

Panera says its goal in petitioning the FDA is to &ldquobetter support and inform guests in the absence of a true definition for the word &lsquoegg.&rsquo&rdquo

Of course, it also provides an opportunity to get the word out through the press that Panera uses only &ldquofreshly prepared, cracked shell eggs and/or egg whites with no additives&rdquo in its new sandwiches and other egg-containing menu items.

The brand&rsquos press release includes statements from several of its executives, such as president and CEO Blaine Hurst, who stresses that, &ldquoResponsible companies will be transparent about the food items they serve, even if regulation does not require them to do so.&rdquo

Panera has a growing track record for pairing press-generating initiatives tied to clean food and transparency issues with its product launches.

Last March , the company grabbed headlines and generated awareness for its new line of craft beverages by becoming the first national chain to post added sugar information, as well as calories, for all self-serve beverages in its restaurants.

In September, when it announced that it would offer kid-sized portions of all items on its regular, free-of-all-additives menu instead of separate kids meals, Panera used a somewhat different publicity tack. Founder and then-CEO (now executive chairman) Ron Shaich used a video posted on the brand&rsquos Twitter channel and an open letter published in national newspapers to challenge the CEOs of leading fast-food chains to eat off of their kids menus for a week &mdash and then reevaluate the meals&rsquos nutritional value.

The breakfast sandwiches launch is also being promoted through a social media push encouraging consumers to &ldquojoin the conversation around egg transparency on social media by using #RespectTheEgg. Panera employed the same theme for a press event in New York City featuring sampling of the new sandwiches and information about their ingredients versus those used by competitors.


Panera Petitions FDA To Define 'Egg,' As Brand Intros New Egg Sandwiches

Panera Bread is once again demonstrating its genius for earning free media exposure for new offerings through well-publicized initiatives relating to its &ldquo100% clean&rdquo brand promise.

This time, Panera has announced that it has petitioned the Food and Drug Administration to establish a clear definition of &ldquoegg.&rdquo And it&rsquos making no bones about timing this move to coincide with its launch of a line of made-to-order breakfast sandwiches &ldquofeaturing 100% real eggs.&rdquo

The restaurant brand points out that lack of a more specific FDA definition of egg has allowed food purveyors to use eggs that include additives such as butter flavors, gums and added color and sell them under the generic term &ldquoegg.&rdquo Panera says that its research found that half of the top 10 fast casual restaurants that sell breakfast have an &ldquoegg&rdquo made of five or more ingredients.

Panera says its goal in petitioning the FDA is to &ldquobetter support and inform guests in the absence of a true definition for the word &lsquoegg.&rsquo&rdquo

Of course, it also provides an opportunity to get the word out through the press that Panera uses only &ldquofreshly prepared, cracked shell eggs and/or egg whites with no additives&rdquo in its new sandwiches and other egg-containing menu items.

The brand&rsquos press release includes statements from several of its executives, such as president and CEO Blaine Hurst, who stresses that, &ldquoResponsible companies will be transparent about the food items they serve, even if regulation does not require them to do so.&rdquo

Panera has a growing track record for pairing press-generating initiatives tied to clean food and transparency issues with its product launches.

Last March , the company grabbed headlines and generated awareness for its new line of craft beverages by becoming the first national chain to post added sugar information, as well as calories, for all self-serve beverages in its restaurants.

In September, when it announced that it would offer kid-sized portions of all items on its regular, free-of-all-additives menu instead of separate kids meals, Panera used a somewhat different publicity tack. Founder and then-CEO (now executive chairman) Ron Shaich used a video posted on the brand&rsquos Twitter channel and an open letter published in national newspapers to challenge the CEOs of leading fast-food chains to eat off of their kids menus for a week &mdash and then reevaluate the meals&rsquos nutritional value.

The breakfast sandwiches launch is also being promoted through a social media push encouraging consumers to &ldquojoin the conversation around egg transparency on social media by using #RespectTheEgg. Panera employed the same theme for a press event in New York City featuring sampling of the new sandwiches and information about their ingredients versus those used by competitors.


Panera Petitions FDA To Define 'Egg,' As Brand Intros New Egg Sandwiches

Panera Bread is once again demonstrating its genius for earning free media exposure for new offerings through well-publicized initiatives relating to its &ldquo100% clean&rdquo brand promise.

This time, Panera has announced that it has petitioned the Food and Drug Administration to establish a clear definition of &ldquoegg.&rdquo And it&rsquos making no bones about timing this move to coincide with its launch of a line of made-to-order breakfast sandwiches &ldquofeaturing 100% real eggs.&rdquo

The restaurant brand points out that lack of a more specific FDA definition of egg has allowed food purveyors to use eggs that include additives such as butter flavors, gums and added color and sell them under the generic term &ldquoegg.&rdquo Panera says that its research found that half of the top 10 fast casual restaurants that sell breakfast have an &ldquoegg&rdquo made of five or more ingredients.

Panera says its goal in petitioning the FDA is to &ldquobetter support and inform guests in the absence of a true definition for the word &lsquoegg.&rsquo&rdquo

Of course, it also provides an opportunity to get the word out through the press that Panera uses only &ldquofreshly prepared, cracked shell eggs and/or egg whites with no additives&rdquo in its new sandwiches and other egg-containing menu items.

The brand&rsquos press release includes statements from several of its executives, such as president and CEO Blaine Hurst, who stresses that, &ldquoResponsible companies will be transparent about the food items they serve, even if regulation does not require them to do so.&rdquo

Panera has a growing track record for pairing press-generating initiatives tied to clean food and transparency issues with its product launches.

Last March , the company grabbed headlines and generated awareness for its new line of craft beverages by becoming the first national chain to post added sugar information, as well as calories, for all self-serve beverages in its restaurants.

In September, when it announced that it would offer kid-sized portions of all items on its regular, free-of-all-additives menu instead of separate kids meals, Panera used a somewhat different publicity tack. Founder and then-CEO (now executive chairman) Ron Shaich used a video posted on the brand&rsquos Twitter channel and an open letter published in national newspapers to challenge the CEOs of leading fast-food chains to eat off of their kids menus for a week &mdash and then reevaluate the meals&rsquos nutritional value.

The breakfast sandwiches launch is also being promoted through a social media push encouraging consumers to &ldquojoin the conversation around egg transparency on social media by using #RespectTheEgg. Panera employed the same theme for a press event in New York City featuring sampling of the new sandwiches and information about their ingredients versus those used by competitors.


Panera Petitions FDA To Define 'Egg,' As Brand Intros New Egg Sandwiches

Panera Bread is once again demonstrating its genius for earning free media exposure for new offerings through well-publicized initiatives relating to its &ldquo100% clean&rdquo brand promise.

This time, Panera has announced that it has petitioned the Food and Drug Administration to establish a clear definition of &ldquoegg.&rdquo And it&rsquos making no bones about timing this move to coincide with its launch of a line of made-to-order breakfast sandwiches &ldquofeaturing 100% real eggs.&rdquo

The restaurant brand points out that lack of a more specific FDA definition of egg has allowed food purveyors to use eggs that include additives such as butter flavors, gums and added color and sell them under the generic term &ldquoegg.&rdquo Panera says that its research found that half of the top 10 fast casual restaurants that sell breakfast have an &ldquoegg&rdquo made of five or more ingredients.

Panera says its goal in petitioning the FDA is to &ldquobetter support and inform guests in the absence of a true definition for the word &lsquoegg.&rsquo&rdquo

Of course, it also provides an opportunity to get the word out through the press that Panera uses only &ldquofreshly prepared, cracked shell eggs and/or egg whites with no additives&rdquo in its new sandwiches and other egg-containing menu items.

The brand&rsquos press release includes statements from several of its executives, such as president and CEO Blaine Hurst, who stresses that, &ldquoResponsible companies will be transparent about the food items they serve, even if regulation does not require them to do so.&rdquo

Panera has a growing track record for pairing press-generating initiatives tied to clean food and transparency issues with its product launches.

Last March , the company grabbed headlines and generated awareness for its new line of craft beverages by becoming the first national chain to post added sugar information, as well as calories, for all self-serve beverages in its restaurants.

In September, when it announced that it would offer kid-sized portions of all items on its regular, free-of-all-additives menu instead of separate kids meals, Panera used a somewhat different publicity tack. Founder and then-CEO (now executive chairman) Ron Shaich used a video posted on the brand&rsquos Twitter channel and an open letter published in national newspapers to challenge the CEOs of leading fast-food chains to eat off of their kids menus for a week &mdash and then reevaluate the meals&rsquos nutritional value.

The breakfast sandwiches launch is also being promoted through a social media push encouraging consumers to &ldquojoin the conversation around egg transparency on social media by using #RespectTheEgg. Panera employed the same theme for a press event in New York City featuring sampling of the new sandwiches and information about their ingredients versus those used by competitors.


Panera Petitions FDA To Define 'Egg,' As Brand Intros New Egg Sandwiches

Panera Bread is once again demonstrating its genius for earning free media exposure for new offerings through well-publicized initiatives relating to its &ldquo100% clean&rdquo brand promise.

This time, Panera has announced that it has petitioned the Food and Drug Administration to establish a clear definition of &ldquoegg.&rdquo And it&rsquos making no bones about timing this move to coincide with its launch of a line of made-to-order breakfast sandwiches &ldquofeaturing 100% real eggs.&rdquo

The restaurant brand points out that lack of a more specific FDA definition of egg has allowed food purveyors to use eggs that include additives such as butter flavors, gums and added color and sell them under the generic term &ldquoegg.&rdquo Panera says that its research found that half of the top 10 fast casual restaurants that sell breakfast have an &ldquoegg&rdquo made of five or more ingredients.

Panera says its goal in petitioning the FDA is to &ldquobetter support and inform guests in the absence of a true definition for the word &lsquoegg.&rsquo&rdquo

Of course, it also provides an opportunity to get the word out through the press that Panera uses only &ldquofreshly prepared, cracked shell eggs and/or egg whites with no additives&rdquo in its new sandwiches and other egg-containing menu items.

The brand&rsquos press release includes statements from several of its executives, such as president and CEO Blaine Hurst, who stresses that, &ldquoResponsible companies will be transparent about the food items they serve, even if regulation does not require them to do so.&rdquo

Panera has a growing track record for pairing press-generating initiatives tied to clean food and transparency issues with its product launches.

Last March , the company grabbed headlines and generated awareness for its new line of craft beverages by becoming the first national chain to post added sugar information, as well as calories, for all self-serve beverages in its restaurants.

In September, when it announced that it would offer kid-sized portions of all items on its regular, free-of-all-additives menu instead of separate kids meals, Panera used a somewhat different publicity tack. Founder and then-CEO (now executive chairman) Ron Shaich used a video posted on the brand&rsquos Twitter channel and an open letter published in national newspapers to challenge the CEOs of leading fast-food chains to eat off of their kids menus for a week &mdash and then reevaluate the meals&rsquos nutritional value.

The breakfast sandwiches launch is also being promoted through a social media push encouraging consumers to &ldquojoin the conversation around egg transparency on social media by using #RespectTheEgg. Panera employed the same theme for a press event in New York City featuring sampling of the new sandwiches and information about their ingredients versus those used by competitors.


Panera Petitions FDA To Define 'Egg,' As Brand Intros New Egg Sandwiches

Panera Bread is once again demonstrating its genius for earning free media exposure for new offerings through well-publicized initiatives relating to its &ldquo100% clean&rdquo brand promise.

This time, Panera has announced that it has petitioned the Food and Drug Administration to establish a clear definition of &ldquoegg.&rdquo And it&rsquos making no bones about timing this move to coincide with its launch of a line of made-to-order breakfast sandwiches &ldquofeaturing 100% real eggs.&rdquo

The restaurant brand points out that lack of a more specific FDA definition of egg has allowed food purveyors to use eggs that include additives such as butter flavors, gums and added color and sell them under the generic term &ldquoegg.&rdquo Panera says that its research found that half of the top 10 fast casual restaurants that sell breakfast have an &ldquoegg&rdquo made of five or more ingredients.

Panera says its goal in petitioning the FDA is to &ldquobetter support and inform guests in the absence of a true definition for the word &lsquoegg.&rsquo&rdquo

Of course, it also provides an opportunity to get the word out through the press that Panera uses only &ldquofreshly prepared, cracked shell eggs and/or egg whites with no additives&rdquo in its new sandwiches and other egg-containing menu items.

The brand&rsquos press release includes statements from several of its executives, such as president and CEO Blaine Hurst, who stresses that, &ldquoResponsible companies will be transparent about the food items they serve, even if regulation does not require them to do so.&rdquo

Panera has a growing track record for pairing press-generating initiatives tied to clean food and transparency issues with its product launches.

Last March , the company grabbed headlines and generated awareness for its new line of craft beverages by becoming the first national chain to post added sugar information, as well as calories, for all self-serve beverages in its restaurants.

In September, when it announced that it would offer kid-sized portions of all items on its regular, free-of-all-additives menu instead of separate kids meals, Panera used a somewhat different publicity tack. Founder and then-CEO (now executive chairman) Ron Shaich used a video posted on the brand&rsquos Twitter channel and an open letter published in national newspapers to challenge the CEOs of leading fast-food chains to eat off of their kids menus for a week &mdash and then reevaluate the meals&rsquos nutritional value.

The breakfast sandwiches launch is also being promoted through a social media push encouraging consumers to &ldquojoin the conversation around egg transparency on social media by using #RespectTheEgg. Panera employed the same theme for a press event in New York City featuring sampling of the new sandwiches and information about their ingredients versus those used by competitors.



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