Kfc Hong Kong Presents the ‘New Era’ Meat-Free Offerings Perfect for Flexitarians, Not So Much for Vegetarians or Vegans | Foodies OFFICIAL Asia

Together, KFC and Beyond Meat—a meat substitute products company, bring the customers “Beyond Meat Fried Chicken,” a meat-free offerings trial run.

 

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The Beyond Fried Chicken tagged “A Kentucky fried miracle,” is an attempt to appeal to the fast-growing trend of meatless and plant-based dining.

This is not KFC’s first time in the rodeo, however. The giant food chain store previously deviated from its original offerings several times prior to stay current with the popular trends.

This time, all major food industry players, especially in Hong Kong, can no longer ignore the meatless, plant-based food trend as it has been found that a quarter of the city’s young consumers are more likely to cut down their meat intake as a direct result of the coronavirus pandemic.

A study commissioned by Hong Kong’s Green Monday conducted by Ipsos found that a record of 34% of Hong Kong’s young consumers (about 2.5 million people) today identify themselves as flexitarians—those with a primarily vegetarian diet but occasionally eat meat or fish.

This is a very clear indication that the F&B sector must shift its menu items to accommodate this rising trend or risk losing their businesses altogether.

The launch was done in partnership with Green Monday, Green Common—plant-based grocery store chain, Kind Kitchen—a vegan restaurant, and Alpha Foods—a distributor of Gardein in Hong Kong with their products being used for the “New Era” menu.

The initial trial with Cargill began with the presale of coupons which, the company said, was sold out within the hour of the announcement.

The traditional red color packaging has been replaced with green instead while still firmly promising what’s inside is “still finger lickin’ good.”

          The New Era menu includes plant-based chicken nuggets and burgers made from Gardein.

The burger is made from chicken patty comprises of soy, wheat, pea protein, organic grains, vegetables, topped with dairy cheese, and dressing. The combination is then topped with barbecue sauce, fresh lettuce, sliced tomatoes, and tortilla chips on a focaccia bun.

 

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The meatless nuggets are made from soy, wheat proteins, 12 grams of plant-based protein per serving (5 pieces) with barbecue sauce.

Then the meatless meals are thrown in to be fried in the same oil as the rest of KFC products. So, while the flexitarians could definitely enjoy these meatless options, they are definitely not suitable for vegetarians and vegans.

These two menu options are added to its outlets in the city at HK$29 for the nuggets (5 nuggets) (conventional chicken nuggets HK$22) and the burger at HK$49 a la carte and HK$28.50 for the KFC Flava Roast chicken burger.

 

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The New Era menu is available at 19 KFC locations in Hong Kong, including Admiralty, Central, Wanchai, Causeway Bay, Tsim Sha Tsui, Mong Kok, Prince Edward, Tseung Kwan O, and Sha Tin.

There is no official verdict on how long they will be available for but if these new offerings gain enough popularity with the consumers, they will definitely extend the partnership further.

Should the limited trial prove successful, this would lead to new staple menus of chicken nuggets and wings with plant-based ingredients to be made available in the USA as well.

The recent strong demand for meat alternatives in the past few years has encouraged investors to pour more money into companies that are likely to prosper.

Beyond Meat has seen a spike in its shares since its flotation in May. The stock prices debuted at US$25 and are now at US$150 with the company valued at close to US$9 billion.

The company’s products—made from pea protein—have been pitched as one of the best alternatives to meat products including burgers, sausages, and mince. British supermarkets began selling its burger that was able to ‘bleed’ beetroot juice red.

 

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The first product was chicken-free chicken strips, which were discontinued later. It says on the website that it has been working on a ‘better and tastier’ version of the product, however, it is unclear whether this new recipe is the basis for the KFC products.

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