Yum China has entered into a partnership with plant-based meat manufacturer Beyond Meat to trial a burger at selected KFC, Pizza Hut and Taco Bell locations within the country.
The agreement marks the introduction of Beyond Meat’s Beyond Burger in Mainland China.
“We see great potential for the plant-based meat market in China,” said Yum China CEO Joey Wat. “This latest introduction … is expected to capture valuable consumer feedback across different regions in China. It will enable us to optimise flavours and processes and help assess the potential for larger scale rollouts in the future.”
Beyond Meat founder and CEO Ethan Brown said Chinese consumers are seeking out the nutritional and environmental benefits of plant-based meats.
The burger will be available at five KFC locations in Beijing, Chengdu, Hangzhou and Shanghai. The Pizza Hut offering will launch at six Shanghai locations and will constitute part of the brand’s first-ever burger offering. Taco Bell will offer a taco made with the plant-based Beyond Burger patty at three stores in Shanghai.
All Beyond Burger promotions will be sold as a three-day limited offer.
The move follows Starbucks China launching a range of foods using plant-based meat alternatives, including two pasta dishes and a wrap featuring Beyond Meat and another dish using OmniPork.