Reuters — Yum Brands’ KFC is looking to tap into the popularity of plant-based protein foods by rolling out a vegan version of its classic chicken burger at some outlets in the U.K.
The new burger, called “the Imposter Burger,” will have a fillet made from a meat substitute product, Quorn, instead of its classic chicken breast fillet, the company said in a statement on Thursday.
Plant-based substitutes for meat have been all the rage as more people shift toward vegan or vegetarian diets, amid growing concerns about health risks from eating meat, animal welfare and the environmental hazards of intensive animal farming.
KFC said the burger is being tested in London, Bristol and the Midlands for four weeks before it decides to roll it out nationally.
KFC is hoping to replicate the success that British bakery chain Greggs has witnessed with its wildly popular vegan sausage rolls.
In April, McDonald’s started selling burgers in Germany with a patty made from soy and wheat, while Del Taco launched “Beyond Taco” in late April, using U.S.-based Beyond Meat’s plant-based protein.
— Reporting for Reuters by Aishwarya Venugopal in Bangalore.Tagged Beyond Meat, chicken, fillet, Greggs, Imposter Burger, KFC, meat substitute, Quorn, vegan, vegetarian, Yum Brands