KFC’s vegetarian fried chicken Beyond Fried Chicken is served in the US market – Photo: CNBC
According to CNBC, KFC will not only target vegetarian customers for their new product, but also regular diners.
The company is promoting the product Beyond Fried Chicken (rough translation: Fried chicken of the future) is made using KFC’s own traditional fried chicken production equipment. Diners in the US can purchase the new dish for $6.99 for a six-piece chicken, excluding tax.
The above plan was born after many years of Beyond Meat and Yum! Brands experimented with developing a new artificial meat. This meat mimics the taste and texture of chicken.
Yum! Brands is the company that owns major brands such as Taco Bell, KFC, Pizza Hut and many other restaurants around the world.
Initially, the two put the new vegan meat into service at a restaurant in Atlanta, Georgia, USA, in August 2019. This dish quickly sold out in less than 5 hours.
After that, KFC also piloted the new “meat” dish in two cities of Nashville and Charlotte.
With the decision to expand nationwide, KFC is betting that diners will choose healthier dishes to fulfill their New Year goals.
“We make this decision based on the needs of our customers. They want to eat more vegan protein foods,” said Kevin Hochman, president of KFC America.
More and more Americans are turning to less meat for both health and environmental reasons. This trend is making plant-based alternatives more popular.
Both Mr Hochman and Beyond Meat chief executive Ethan Brown expressed optimism about the upcoming product.
In 2021, Beyond Meat announced an official partnership with Yum! to provide vegetarian products to Pizza Hut, Taco Bell and KFC.