Beyond Meat is launching the Beyond Burger at 210 Kentucky Fried Chicken (KFC) locations in China for a three-week trial.
In June, Beyond Meat teamed up with Yum China Holdings — which owns KFC, Pizza Hut, and Taco Bell in China — to test the Beyond Burger in five locations in Beijing, Chengdu, Hangzhou, and Shanghai. Pizza Hut and Taco Bell locations in China also offered items featuring the plant-based meat.
“We see great potential for the plant-based meat market in China,” Joey Wat, CEO of Yum China, said in June. “This latest introduction across KFC, Pizza Hut, and Taco Bell brands is expected to capture valuable consumer feedback across different regions in China. It will enable us to optimize flavors and processes and help assess the potential for larger scale rollouts in the future. This exciting development is the latest iteration of our on-going commitment to introduce new and innovative products to Chinese consumers.”
The expansion to other KFC locations across China will strengthen the company’s presence in the country by offering the Beyond Burger to a new wave of customers.
Last month, Beyond Meat announced plans to build manufacturing facilities in Jiaxing Economic & Technological Development Zone near Shanghai, becoming the first multinational plant-based meat company to bring its own major production facility into China. China is proving to be a critical location for plant-based meat companies.
In general, Beyond Meat and other plant-based meat companies have seen unprecedented growth and investment in recent months. Across the Asia-Pacific Region, Starbucks has recently introduced new plant-based meat options to consumers including the Beyond Meat Bolognese Penne in Taiwan; and the Beyond Meat Sandwich in Thailand.
In the U.S., Beyond Meat has launched four new retail products in 2020, so far, including Beyond Breakfast Sausage Patties, Cookout Classic, Beyond Meatballs, and, most recently, Beyond Breakfast Sausage Links.
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