Yum China has partnered with Beyond Meat to introduce Beyond Burger as a limited-time offering at selected KFC, Pizza Hut and Taco Bell locations in mainland China, starting from 3 June.
The partnership marks the launch of Beyond Meat’s Beyond Burger in mainland China.
Beyond Burger will be offered by KFC as a three-day limited-time offer at five locations in Beijing, Chengdu, Hangzhou and Shanghai.
Pizza Hut is also rolling out the burger offerings through testing a combo set that includes both a Beyond Burger and an Australian sirloin steak burger at six stores in Shanghai from 8 to 11 June.
Pizza Hut’s members can participate in the test using pre-sale coupons.
Meanwhile, Taco Bell will offer a taco made with the plant-based Beyond Burger patty at three stores in Shanghai on 3-10 June.
Yum China CEO Joey Wat said: “We see great potential for the plant-based meat market in China.
“This latest introduction across KFC, Pizza Hut and Taco Bell brands is expected to capture valuable consumer feedback across different regions in China. It will enable us to optimise flavours and processes and help assess the potential for larger-scale rollouts in the future.”
Beyond Meat Founder and CEO Ethan Brown said: “We are proud to further our partnership with the Yum family of brands by launching Beyond Meat offerings at select KFC, Pizza Hut and Taco Bell locations in mainland China.
“I am excited about what this launch means in terms of together being of service to the Chinese consumer as they seek out the nutritional and environmental benefits of our delicious plant-based meats.”
Previously, KFC and Taco Bell had conducted tests of plant-based meat products in China.