KFC TO SELL PLANT-BASED CHICKEN.

Beyond Meat said on Wednesday it will supply plant-based “fried chicken” to several KFC stores in Tennessee and North Carolina, after a test conducted last year showed strong consumer demand.

Fast-food chains including McDonald’sBurger King, and Dunkin Brands have raced to add imitation meat products to their menus as Americans cut down on animal protein consumption. While those companies have rolled out imitation pork or beef patties, Yum Brand’s KFC is the first to launch plant-based “chicken.”

The product is 80 calories per piece and looks a bit like a fried chicken nugget, with a sinewy texture designed to feel like chicken. It will be available next month in dozens of stores in and around Nashville, Tennessee, and Charlotte, North Carolina.

Creating a muscle-like, fibrous texture is very important when imitating chicken because that’s what humans have come to expect when they bite into a piece of meat, Beyond Meat CEO Ethan Brown said in an interview.

Louisville, Kentucky-based KFC has over 23,000 stores in more than 140 countries but traces its roots to a roadside restaurant and service station founder Colonel Harland Sanders ran in the 1940s.

A strong relationship with KFC could benefit Beyond Meat, which aims to work with the same fast-food chains globally and is expanding outside the United States. Beyond Meat’s “chicken” are already sold in several Asian countries, and the company is eyeing entry into China, where KFC is the number one fast-food chain and other countries..

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