The future of KFC... KFC is right — people are gobbling up ’meat...

The future of KFC...

KFC is right — people are gobbling up ’meat replacements’
Published: June 17, 2018 5:44 p.m. ET


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KFC is trying a vegetarian version of its chicken in the U.K.
Moses Robinson/Getty Images for KFC

There may soon be a vegetarian version of Kentucky Fried Chicken in the U.K.

By
MARIALAMAGNA

REPORTER
  
It’s Kentucky Fried Chicken — hold the chicken.

KFC YUM, -2.20%   is developing a vegetarian version of its fried chicken that’s made from plants, the company announced this month. The product is being developed first for its locations in the U.K., where other fast-food restaurants such as the vegan Temple of Seitan have already been successful with faux-meat products, FoodBeast reported.

KFC is trying to reduce the calories per serving of its foods by 20% by 2025, and this is just one of the initiatives to do that, a company spokesperson said. “The development of the recipe is still in its very early stages and so the options we’re exploring in our kitchen are still top secret,” the spokesperson added.


The chicken chain is responding to growing demand. Sales of “meat replacement” products, including versions of commonly-eaten meats made of wheat-based seitan, the chicken substitute “chik’n,” tofu-based deli meats and soy burgers and sausages have risen sharply in both the U.S. and the U.K.

Goldman Sachs GS, -1.98%   called “meatless meats” one of the hottest emerging trends in December 2017. In the U.S., consumers spent $698.6 million on meat substitutes in 2017, up 25.6% from $556.3 million in 2012, according to the research firm Euromonitor International. (In the U.K., consumers spent $374.1 million, up 56.2% from $239.5 million in 2012.)


In contrast, meat is still wildly popular in the U.S. and is closing in on $100 billion annual sales, according to market research firm Packaged Facts. Total retail sales of red meat are expected to reach $72.3 billion in 2018, up from $71.3 billion the year before, while poultry retail sales are predicted to reach $19.8 billion in 2018, up from $19.7 billion the year before, the company said.


Chilled meat substitutes were the fastest-growing processed meat and seafood category for both 2016 and 2017, Euromonitor International found. This growth happened as the broader processed meat and seafood categories have struggled. Many former meat eaters have health, environmental and animal welfare concerns.

The faux meat category appeals to consumers who want to buy foods with “clean” labels, often boasting that they are organic, have non-genetically modified ingredients and include ingredients widely considered to be healthy, including beans and legumes, experts say. Sales of meat substitutes are projected to continue growing through 2022, Euromonitor found.


Going meatless has become popular, as high-profile nutritionists and celebrities, like Beyonce and Jay-Z, have reportedly turned to plant-based diets. The “Impossible Burger,” which is now featured on some restaurant menus, was co-created by a biochemist and a chef over the course of five years at a cost of $80 million and has snagged headlines for its meat-like texture and taste.

A vegetarian diet is often considered healthy; vegetarians have a 32% lower risk of coronary heart disease than non-vegetarians, according to a study published in the American Journal of Clinical Nutrition in 2013. Meat also often contains cholesterol and saturated fats, which can lead to weight gain if consumed too much.

But it’s better to replace meats with “whole foods” including legumes, nuts, grains and vegetables than to rely solely on processed meat replacements, said Hana Kahleova, a physician who studies the vegetarian diet and is the director of clinical research at the Physicians Committee, a nonprofit based in Washington, D.C.

“If we consume too much of these concentrated and processed foods, it’s not ideal,” she said. Valuable nutrients including fiber and antioxidants can get lost in processing, she added. Processed meat replacements are also sometimes high in sodium, which is linked to increased risk for cardiovascular disease, said Ellen Liskov, a registered dietitian at Yale-New Haven Hospital.

Tofu aside, many meat replacements can also be expensive. A 9-ounce bag of Beyond Meat “chicken” strips costs $5.59 from online retailer Jet.com. That compares to $8.49 for a 22-oz. bag of Tyson grilled chicken strips. And a 12 oz. package of four meatless Lightlife “Smart Sausages” costs $4.19. That compares to $3.79 for a 12 oz. package of Al Fresco chicken sausages.