In Focus

EXCLUSIVE: KFC wants their vegan range to be an “authentic extension” of their menu

The fried chicken chain’s Imposter Burger sold out just days after its trial launch.

Lighter meals, new recipes - this was the next stage of KFC’s long-term nutrition strategy that articulated last year.

And recently, a critical step has been made by the fried chicken chain - a step that recognises the growing demand from the meat-free movement in the UK.

KFC made headlines around the world recently following the launch of the Imposter Burger, coated in the Colonel’s 11 herbs and spices recipe before being fried and then oven cooked. The new item replaces its classic chicken breast fillet with Quorn fillet and includes iceberg lettuce and vegan mayo which are then sandwiched between their same glazed buns.

“We’ve been hard at work on a vegan option since then, but as Original Recipe is such an iconic taste, it was really important to us that our vegan range was an authentic extension of the menu,” a spokesperson exclusively told QSR Media.

The new vegan burger was being trialled in select stores in London, Bristol and The Midlands. The chain explains that they chose the said locations due to their variety.

“We wanted to test a variety of regions and demographics through our selection of restaurants,” the spokesperson added.

Imposter Burger returning on 2 July
But just days after unveiling the new item, the Imposter Burger was completely sold out. Following the positive response, the chain said the burger return to their stores on 2 July until 14 July.

The chain has yet to confirm, however, whether the burger will be rolled out nationwide.
“KFC isn’t about to become KFV but if there’s demand we’d always consider new ways to innovate and provide more choice for our fans,” the spokesperson said.

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