KFC launches meat-free vegan chicken burger

The fast food chain is calling its first herbal offering "The Imposter". The hamburger, which uses a Quorn filet and vegan mayo, will be sold in select restaurants for four weeks starting June 17.

Quorn is a meat substitute whose protein content comes from a fermented mushroom. KFC describes the hamburger as "a triumph of deception".

KFC is the latest in a series of restaurant chains and food producers to attempt to capitalize on the growing appetite of the public for meat substitutes.

In May, McDonald's launched a meatless burger at stores in Germany, one of its largest international markets.

The trend is growing faster than many observers expected, as consumers seek alternatives to meat to diversify their diet or reduce their environmental footprint.

On a global scale, the retail market for meat substitutes could rise from about $ 18.7 billion in 2018 to $ 23 billion in 2023, according to Euromonitor International.

A producer, Beyond the meat (BYND), which had an extremely successful IPO in May, announced last week that its sales had reached $ 40.2 million in the first quarter of 2019 – up 215% over the same period in the first quarter. ;last year.

The company expects total revenues to exceed $ 210 million this year, up more than 140%.

Animal rights groups congratulated KFC for offering the vegan burger.

"We are confident that the number of vegans, vegetarians and flexitarians across the UK will skyrocket," said Dawn Carr, director of vegan business projects at PETA.