2019 may be forever remembered as the year fast food finally turned green. Already we’ve seen Burger King introduce Impossible Whoppers and daytime telly hosts go into full meltdown mode over Gregg’s plant-based sausage rolls. As more big names muscle in on the act, it looks like meat’s dominance of the industry may soon come to an end. Now, even KFC have decided to get involved.
Just in time for summer, the world’s foremost fried chicken specialists have finally launched their first ever vegan “chicken” burger. Dubbed the Imposter Burger, the sandwich has been specially created with plant-based business Quorn, finally giving vegans the opportunity to experience KFC’s signature herbs and spices.
According to early reports, the Imposter Burger is set to debut in selected UK stores on the 17th of June, and will remain available until mid-July. Rumoured to retail at £2.99 on its own, or £3.49 with a drink, the rollout will include locations in London, Bristol and the Midlands. Should the promotion prove successful, the brand have stated that they may then give the go ahead for nationwide distribution.
Understandably, given the significance of the occasion, KFC executives have been quick to comment on the new sandwich. Victoria Robertson, the loftily-titled Chief Vegetable Enthusiast at KFC UK & Ireland stated, “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.”
Other organisations have been equally enthusiastic. Quorn’s Head of Global Foodservice & QSR, Tony Davison, revealed, “A vegan KFC? We couldn’t believe it either. But we’ve done it – working with KFC we’ve created a bespoke Quorn fillet that does the Colonel’s recipe justice. We have no doubt that KFC fans are going to love the modern take on a finger lickin’ favourite.”
All this lends further weight to the argument the fast food industry is intent on becoming more animal friendly. When asked to comment on the news, Dawn Carr, Director of Vegan Corporate Projects at PETA, said that the campaign group have been “...so excited to hear about this and play a part in KFC’s journey to reaching this game-changing new vegan range. We’re confident it will be a huge hit with the skyrocketing numbers of vegans, vegetarians, and flexitarians around the UK.” Whether or not this is a real game changer, only time will tell. But things certainly look like they’re heading in a different direction for the sector as a whole.