KFC has sold a staggering 1,000,000 of its vegan burgers since its launch earlier this year.
The fast-food giant launched its Vegan Burger on January 2, in a bid to capitalize on Veganary -a global organization, which encourages people to sign a pledge to try a vegan diet in January and beyond .
According to the chain, that number is the equivalent to one sandwich being sold every three seconds since its launch.
'The flavor of KFC with zero chicken'
In a statement sent to Plant Based News when the sandwich launched, Ira Dubinsky, innovation director at KFC UK and Ireland said: "The Colonel was all about welcoming everyone to his table – now vegans, flexitarians and our fried chicken fans can all enjoy the taste of our Original Recipe together.
"We’ve worked hard to perfect the flavour and make a Vegan Burger the Colonel would be proud of. It’s the flavour of KFC, just with zero chicken."
Dawn Carr, director of vegan corporate projects at PETA said: "We are delighted to have played a part in KFC’s journey to bring quick, affordable, vegan options to a new audience. There is no doubt this vegan burger will be a huge hit with the skyrocketing numbers of vegans, vegetarians, and flexitarians around the UK. Clucking marvellous!"
While the burger has sold in huge numbers, it has also divided opinion within the vegan community.
A recent survey carried out by magazine Vegan Food & Living revealed that 57 percent of respondents 'would never eat at KFC, even if there were more vegan options'.
"You're still putting money into the coffers of company that makes its primary source of money off of the slaughter of a specific animal...this is just a marketing ploy," one social media user said talking about the chain releasing animal-free options.
'Exceeded our expectations'
Veganuary - which had a record-breaking 400,000 sign-ups this year - has been credited for the major boom in plant-based sales.
“With the link between animal farming and the climate crisis making headlines nearly every day we expected Veganuary 2020 to be the biggest yet, but it exceeded all of our expectations,” said Veganuary spokeswoman Toni Vernelli.
“We applaud everyone who took part and encourage them to continue eating vegan food as often as possible. Together we are making an enormous difference for animals and the planet.”