Yum China's in-depth market understanding and consumer insights, accumulated over the past 30 years, offer a strong foundation to establish the concept of plant-based meat in China. In April 2020, KFC tested plant-based chicken nuggets at select stores in Shanghai, Guangzhou, and Shenzhen, while in December 2019, Taco Bell tested a plant-based pork taco at select stores in Shanghai. Prior to partnering with Beyond Meat, KFC and Taco Bell had previously conducted tests of plant-based meat products in China. Plant-based meat products have become an increasingly popular concept around the world. The Beyond Burger will provide Chinese consumers an exciting and delicious plant-based twist on the iconic beef burger patty. Launching on June 3, KFC will offer the Beyond Burger as a 3-day limited time offer at five locations in Beijing, Chengdu, Hangzhou and Shanghai. More generally, our partnership with Yum China and the iconic brands of KFC, Pizza Hut and Taco Bell is an encouraging and important milestone toward increased accessibility to our plant-based meat globally," said Ethan Brown, Beyond Meat Founder and CEO. I'm excited about what this launch means in terms of together being of service to the Chinese consumer as they seek out the nutritional and environmental benefits of our delicious plant-based meats. "We are proud to further our partnership with the Yum family of brands by launching Beyond Meat offerings at select KFC, Pizza Hut and Taco Bell locations in mainland China. This exciting development is the latest iteration of our on-going commitment to introduce new and innovative products to Chinese consumers." It will enable us to optimize flavors and processes and help assess the potential for larger scale rollouts in the future. "This latest introduction across KFC, Pizza Hut and Taco Bell brands is expected to capture valuable consumer feedback across different regions in China. "We see great potential for the plant-based meat market in China," said Joey Wat, CEO of Yum China. This partnership marks the introduction of Beyond Meat's Beyond Burger in mainland China. (NASDAQ: BYND), a leader in plant-based meat, to introduce the Beyond Burger® as a limited time offering at select KFC, Pizza Hut and Taco Bell locations in mainland China starting June 3. (the "Company" or " Yum China") (NYSE: YUMC) today announced that it is partnering with Beyond Meat, Inc. It’s January, so it’s a time of New Year’s resolutions and wanting to do something different in your diet,” Hochman concluded.īy Andrei Ionescu, Earth.SHANGHAI, J/PRNewswire/ - Yum China Holdings, Inc. “This is really about where the customer is going they want to eat more plant-based proteins, but don’t want to give up comfort food. As KFC President Kevin Hochman said in a statement, this product is for customers “who want to eat a little less animal-based protein, but haven’t become vegan or vegetarian.” Vegan and vegetarian potential customers should note though that, since this product will be prepared in the same areas where chicken offerings are made, it may not be the fully-non-meat alternative that might want. Restaurants will receive the product already pre-breaded and fried and employees will just need to re-fry it before serving. Afterwards, KFC also tested the product in cities such as Los Angeles, Charlotte, North Carolina, and Nashville, Tennessee, with similar outcomes. The launch of “Beyond Fried Chicken” comes after years of testing, with researchers aiming to create a meat substitute that mimics the taste and texture of whole muscle chicken rather than the ground up consistency of nuggets.Īn initial test-serving of this product took place in an Atlanta restaurant in August 2019 and was a great success: the restaurant sold their limited supply in less than five hours.
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