‘The launch will further ignite the plant-based movement in Asia and globally’

Following a successful trial run in the United States, fast food international giant KFC has partnered with Green Monday to unveil 2 plant-based offerings in 19 selected locations in Hong Kong.

Called the “New Era” series, the new products by KFC include Alpha Foods’ plant-based nuggets and a burger made with Gardein.

The New Era Nuggets fried to a bouncy texture and crispy, golden exterior are made with soy and wheat protein, and are served with a barbecue sauce, with each serving delivering 12 grams of plant-based protein.

The New Era Burger includes a plant-based patty, made with soy, wheat, pea protein, organic grains and vegetables. The aromatic and toasty golden-brown patties are served with Italian focaccia, sliced cheese, salad dressing, BBQ sauce, lettuce and tomatoes and tortilla chips, for its satisfying crunch delivering the perfect balance of juiciness and crispiness.

According to KFC Hong Kong, the burger rivals the traditional meat offering in texture and flavor.

While the patty and nuggets are plant based, the products are fried in the same oil as other KFC products.

Milestone launch

Speaking at the launch of the new products David Yeung, the founder and CEO of Green Monday said: “This milestone launch will without a doubt further ignite the plant-based movement in Asia and globally.”

The new launch follows KFC China’s move to add Beyond Meat burgers and Cargill-made plant-based fried chicken nuggets to its menu.

According to Yum China (which owns KFC along with Pizza Hut and Taco Bell in China) KFC China’s trial of its plant-based chicken nuggets at selected locations was so hugely successful that supplies ran out within an hour.

Plant-based trend

The latest move is yet another indication about the burgeoning plant-based trend in Hong Kong and across Asia. 

A market study by Euromonitor showed that China’s plant-based meat market grew to $9.7 billion in 2018 and is pegged to hit $11.9 billion by 2023.

Research firm Ipsos reported in a recent study commissioned by Green Monday that 83% of the people in Hong Kong’s planned to lower meat consumption and increase more plant-based alternatives in their diet- a decision driven majorly by health concerns.

The report’s findings corroborate the shifting food landscape in the country. Deliveroo Hong Kong reported 104% jump in vegan orders since the beginning of the pandemic.

• Vegan orders shoot beyond 100% in Hong Kong amid COVID -19

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