The fast food chain is calling its first plant-based offering “The Imposter.” The burger, which uses a Quorn fillet and vegan mayo, will be sold at select restaurants for four weeks starting June 17.
Quorn is a meat substitute that gets its protein content from a fermented fungus. KFC describes the burger as “a triumph of deception.”
KFC is the latest in a series of restaurant chains and food producers to attempt to capitalize on the public’s growing appetite for meat alternatives.
Globally, the retail market for meat substitutes could grow from about $18.7 billion in 2018 to $23 billion in 2023, according to Euromonitor International.
The company expects overall revenues to exceed $210 million this year, up more than 140%.
Animal right groups praised KFC for offering the vegan burger.
“We’re confident it will be a huge hit with the skyrocketing numbers of vegans, vegetarians, and flexitarians around the United Kingdom,” said Dawn Carr, director of vegan corporate projects at PETA.
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