The sight of long queues of people snaking around the corner at a KFC outlet in Atlanta, USA as they wait to order KFC’s plant-based chicken was beamed around the world. But something looked distinctly different…. instead of the bright red so synonymous with KFC, there was a distinctly ‘plant green’ look with the outlet and the packaging in green.
According to a report in the New York Times, KFC’s plant-based version of its classic fried chicken sold out ‘within hours’ after being tested at one of its chains in Atlanta, Georgia. KFC announced that once it had tested its Beyond Fried Chicken at a single location, the consumer feedback it would gather would determine if it was an option to roll out the plant-based chicken alternative in more locations.
The vegan nuggets and boneless wings seem to have got the thumbs up from consumers who tweeted their praise both for the vegan offerings and for KFC for showing the world that the future of fast food can be plant-based.
Following the successful listing of the beef-substitute maker Beyond Meat on the New York Stock Exchange in May where it posted a record-setting 192% rise from its initial IPO price of $25 per share, sceptics thought this was a fad that would fizzle out but it seems that both the food industry and the public are embracing meat alternatives. The trend is gaining momentum with companies like Nestle offering take-home plant-based meals and Burger King testing their plant-based burger in the St Louis area. Consumers are also throwing their weight behind the movement to cut back on greenhouse gases created by livestock and embracing a cleaner, healthier lifestyle.
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