KFC is piloting vegan burger 'The Imposter' to better reach a growing portion of non-meat eating people in the UK. The trial will last only four weeks but has been applauded by long-time critic Peta nonetheless.
After baiting Gregg's with bacon roll ads, mocking its vegan sausage roll launch earlier this year, the fast-food chain has finally made a concession to accommodate the growing vegan audience. For four weeks, it is testing demand for the product with Quorn fillets coated in the Colonel's Original Recipe mix of herbs and spices.
KFC claims that the burger "delivers on taste, crunch and succulence". Furthermore, it is priced at £2.99, one pound cheaper than the chicken alternative at £3.99. If the Imposter Burger proves popular, it will expand choice at the fast food firm and reduce its reliance on meat production (for which it is commonly criticised by groups like Peta).
It debuts from 17 June at restaurants in London, Bristol and Birmingham. The Southern Fritter Stacker has also been launched to accommodate a vegetarian customer base.
Victoria Robertson, reported 'chief vegetable enthusiast' at KFC UK & Ireland said: "We know… it's unfair. Vegans have been cruelly denied the incredible taste of KFC up to now, which is why we've worked hard to perfect The Imposter - a vegan burger that the Colonel would be proud of."
Tony Davison, head of global foodservice and QSR at Quorn, added: "We couldn't believe it either... but we've done it".
Activist group Peta's dubbed the new product as "game-changing".
Earlier this week The Drum explored whether many of these new vegan initiatives from food brands are sustainable plans - or marketing gimmicks. Time will tell which side of the fence KFC's four-week trial lands on.
Cluck yes!!! @KFC_UKI debuts #vegan chicken burger on its menu! After years of PETA and our international affiliates campaigning, meet The Imposter. #ImposterBurger#FingerLickinVeganpic.twitter.com/ObNoo9NZFn— PETA UK (@PETAUK) June 13, 2019