KFC has officially entered the plant-based meat market with the launch of its Imposter Burger in the UK.

The Quorn chicken fillet is coated in the fast food giant’s trademark herbs and spices, and combined with vegan mayo and lettuce in a bun.

It’s set to hit stores in London, Bristol and the Midlands starting next week (June 17) for a one month trial, and if successful will be rolled out nationwide.

The Imposter Burger will cost £2.99 on its own or £3.49 with a drink.

“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,” said Victoria Robertson, chief vegetable enthusiast at KFC UK & Ireland.

Tony Davison, Head of Global Foodservice & QSR at Quorn, added: “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.”

Animal rights group PETA welcomed the release of the burger.

Dawn Carr, Director of Vegan Corporate Projects, said: “We’ve 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.”

From June 17-July 15 the trial will run at:

• Bristol – Fishponds Bristol Bradley Stoke
• Bristol – Winterstoke Road
• Bristol – Eastgate Retail Park
• Bristol – Avonmeads Retail Park
• Bristol – Shield Retail Park
• Bristol – Keynsham
• Bristol – Hengrove Leisure Park
• Bristol – The Venue Cribbs Causeway
• Birmingham – Great Bridge Retail Pk
• Bloxwich – Leamore Lane
• Cannock – Orbital Retail Park
• Tamworth – Ventura Retail Park
• Tyburn – Kingsbury Road
• Walsall – Junction 10 M6 Services
• Walsall – Park Street
• Dudley – Merry Hill Food Court
• Stourbridge – St Johns Road
• Dudley – Merry Hill Drive Thru
• London – Gloucester Road

• Read: KFC admits meat sales are doomed to decline in bizarre bacon burger ad campaign

Will you try the Imposter Burger? Share your thoughts in the comments below!

Oli Gross

Oli Gross is a writer and editor at Totally Vegan Buzz. His background is in local newspaper and magazine journalism, and his work has included reporting court cases, celebrity interviews, business analysis, food and drink features and government legislation. Oli’s career and personal ethical values both help shape his reporting of the diverse world of veganism. At Totally Vegan Buzz he specialises in breaking news and features on animal rights activism. Follow him on Twitter @Oli_Gross12

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