Plant-based meat is finger lickin' good

Fast food giant KFC’s foray into plant-based “chicken” has proved to be a roaring success, with the new meat substitute selling out in a matter of hours.

KFC offered “Beyond Fried Chicken”, in partnership with Beyond Meat, for the first time in Atlanta on Tuesday, as part of an exclusive one-restaurant test.

Customers lined up out the door to get a taste of the meat-free treats, which reportedly sold out in five hours.

Kevin Hochman, president and chief concept officer of KFC US, said customers would find it difficult to tell that it’s plant based.

“I think we’ve all heard ‘it tastes like chicken’ – well our customers are going to be amazed and say, ‘it tastes like Kentucky Fried Chicken!'”

It’s Kentucky Fried Chicken but it’s made with @BeyondMeat. It’s confusing, but it’s also delicious. Feast on these Kentucky Fried miracles tomorrow while they last at KFC in Atlanta, Georgia. pic.twitter.com/lC5oYM1cmk

— KFC (@kfc) August 26, 2019

Beyond Meat began developing plant-based meat in 2009 and since then has introduced a number of beef, pork and poultry products.

KFC said the partnership was the first of its kind in the US fast food industry.

Ethan Brown, the founder and CEO of Beyond Meat, said he was thrilled by the partnership.

“To be able to bring Beyond Fried Chicken, in all of its KFC-inspired deliciousness to market, speaks to our collective ability to meet the consumer where they are and accompany them on their journey,” Brown said.

“My only regret is not being able to see the legendary Colonel himself enjoy this important moment.”

KFC said the amount of plant-based chicken purchased on Tuesday was equal to the amount of popcorn chicken the store sells in an entire week.