Beyond Meat is partnering with the Chinese branch of Yum! Brands to try out its analogue-meat burger in China.
Beyond Meat is partnering with the Chinese branch of Yum! Brands to try out its analogue-meat burger in China.
Beyond Meat’s plant-based burger is being test-marketed, starting June 3, in the restaurant chains run by Yum China: KFC, Pizza Hut and Taco Bell. This will be the first appearance of Beyond Meat’s patties in mainland China, although it has partnered with Starbucks to provide ground analogue meat for lasagna in Chinese outlets.
The tests will run for a few days in a handful of Chinese stores in each franchise, with larger rollouts possibly to come, the CEO of Yum China told CNN.
“We see great potential for the plant-based meat market in China,” CEO Joey Wat said. “This latest introduction across KFC, Pizza Hut and Taco Bell brands is expected to capture valuable consumer feedback across different regions in China.”
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