Durham Public Schools (DPS) in North Carolina have observed an unexpected surge in student demand for plant-based chicken nuggets introduced to its lunch program earlier this year.
The soy protein-based nuggets, supplied by Dr. Praeger’s, have become a monthly staple, with approximately 1,500 servings—equivalent to 6,000 individual nuggets—distributed across the district.
“We never in our wildest dreams could imagine the number of kids that were going to take those vegan nuggets”
The popularity of these vegan nuggets was spotlighted during a recent joint meeting of the Durham County Board of Commissioners and the Board of Education, published by 9th Street Journal. James Keaten, DPS’s director of school nutrition, shared that demand has outpaced initial expectations.
“We never in our wildest dreams could imagine the number of kids that were going to take those vegan nuggets,” said Keaten, adding that maintaining adequate stock has been challenging due to their rapid consumption.
Adoption across US school districts
DPS is not alone in incorporating Dr. Praeger’s plant-based offerings into school menus. Vegconomist spoke to Andy Reichgut, CEO of Dr. Praeger’s, who explained that similar demand trends have been reported in various states, including New York, Maryland, and Oregon. 24 school districts, including Baltimore County Public Schools and Albuquerque Public Schools, serve Dr. Praeger’s products weekly as part of their nutrition programs.
“Kids are driving demand by choosing our products in schools, and families are now looking for them at grocery stores”
Reichgut noted that the company has seen a consistent 15% annual growth in its foodservice business, largely driven by schools seeking nutritious and sustainable menu options: “We’ve seen an increase in interest not just from trend-heavy states like California and New York but also from areas like Nebraska and even remote districts in Alaska.
So, the demand is seemingly not tied to geography—instead, it’s driven more by age and awareness. “The older children get, the more educated they become about the role plant-based foods play in protecting the planet and promoting personal health. As awareness grows, so does their willingness to choose plant-based options like ours, especially when they deliver on taste,” continued Reichgut.
Retail demand reflects school success
The success of Dr. Praeger’s nuggets in school cafeterias has also influenced retail sales. “Kids are driving demand by choosing our products in schools, and families are now looking for them at grocery stores,” Reichgut said.
This crossover interest echoes YouGov research, which highlights how children heavily influence their families’ purchasing decisions, leading to a growing interest in plant-based options within households.
“It’s clear the younger generations are leading the way in advocating for a better world”
Taste remains a crucial factor in the widespread adoption of plant-based foods. According to Reichgut, Dr. Praeger’s products aim to meet high nutritional standards while appealing to even the pickiest eaters. “Children understand the importance of sustainable choices, but like adults, they won’t compromise on taste,” he said.
The rising popularity of plant-based school meals reflects the younger generations’ evolving food preferences, driven by factors like sustainability concerns and motivation to make a difference. Reichgut noted, “As awareness grows, so does their willingness to choose plant-based options like ours. It’s clear the younger generations are leading the way in advocating for a better world, and we’re proud to support their efforts by providing foods they’re excited to eat.”
