KFC given award by Peta for sell-out vegan ‘chicken’ burger

KFC’s vegan burger sold out in four days when it was launched last summer

(KFC)

KFC’s vegan “chicken” burger, which quickly sold out when it was released last year, has received an accolade at a vegan food awards event.

For the eighth consecutive year, Peta (People for the Ethical Treatment of Animals) has hosted its annual Vegan Food Awards, recognising recent meat-free food launches.

Among the recipients in the 24 prize categories this year was fast food restaurant KFC, which was presented with the title of Best Vegan Chicken for its vegan burger.

KFC announced the launch of its vegan burger in June 2019, dubbing the meat-free dish “The Imposter” when it was being trialled.

The Imposter used Quorn instead of chicken breast fillet for the burger, coating it in the Colonel’s Original Recipe herbs and spices and serving it with vegan mayonnaise, fresh iceberg lettuce and a soft-glazed bun.

The burger sold out within four days of its release in the UK, and has since been renamed the Original Recipe Vegan Burger.

One branch of the fast-food restaurant on Gloucester Road in London said that a couple days after the launch of the vegan burger, it sold one approximately every minute before selling out completely.

KFC also said at the time that sales of The Imposter were 500 per cent higher than its signature chicken burger.

“We knew there were plenty of people who would want to get a taste of the Imposter, but we didn’t anticipate this phenomenal response!” Victoria Robertson, senior innovation leader at KFC, said last year.

Other meat-free products that won prizes at the Vegan Food Awards included the Nando’s vegan Perinaise sauce, “The Vegan Works” pizza from Papa John’s and the vegan Plant Chef range at Tesco.

Dawn Carr, director of vegan corporate projects at Peta, commented on the recent increase in interest for veganism.

“The pandemic has demonstrated that widespread societal change is possible, and that includes the explosive growth in the already booming demand for vegan foods,” she said.

“The winners of Peta’s Vegan Food Awards are making it easier than ever to go vegan by dishing up everything from creamy dairy-free ice cream to satisfying vegan fried chicken.”