KFC and Beyond Meat’s Latest Collab Is… Something

Beyond Meat and KFC China are partnering once more on the Plant-Based Spicy Beef Wrap.

The vegan beef-based wrap will launch at 2,600 KFC branches in 28 cities nationwide, and is available for a limited time only, while stocks last.

The original spicy beef wrap is one of KFC China’s most in-demand menu items, and the plant-based version features the same distinctive five-sided pentagonal shape. It combines vegan beef, a soft tortilla wrap, salad, and egg-based mayonnaise.

“We are honored to be KFC China’s chosen partner to introduce the first plant-based meat version of the Spicy Beef Wrap, one of their most iconic and popular menu offerings to consumers,” said Ivy Xu, Brand & PR Director of Beyond Meat China.

According to a press release from Beyond Meat, the wrap boasts 12.8 grams of plant protein and a similar texture and flavor to conventional beef, but with zero cholesterol. According to Beyond Meat, its ground beef uses 99 percent less water than animal-based beef.

Beyond Meat at KFC China

The news follows the launch of the Beyond Burger at select KFC China restaurants last year, and Beyond Meat’s initial partnership with the fast-food chain’s U.S. branches to produce Beyond Fried Chicken back in 2019.

In addition to its collaboration with KFC, the vegan meat producer is also working with brands such as Starbucks, Taco Bell, and Pizza Hut in several Chinese cities. Beyond will even be building two production plants in Shanghai in the coming years to cater to national demand.

Ethan Brown, CEO of Beyond Meat, said in a statement: “China is one of the world’s largest markets for animal-based meat products and potentially for plant-based meat.”

A report by the Good Food Institute (GFI) estimated that China’s alternative meat market alone was worth 6.1 billion yuan (approximately $954 million) in 2018, projected to grow between 20 and 25 percent annually.

At the start of 2021, global market research firm IPSOS published a study predicting a 200 percent increase in demand for vegan meat across China and Thailand over the next five years. The study found that “values around health, taste, and sustainability” are driving demand.