KFC's Imposter Burger is returning to a limited number of stores today after selling out.
The vegan sandwich launched in some stores* on June 17 for a four-week trial, but sold-out after just four days, with sales 500 percent higher than a standard launch.
It features a bespoke Quorn fillet, coated in the chain's Original Recipe herbs and spices, lettuce, and vegan mayo in a soft-glazed bun. According to KFC, the new option is aimed at vegans, vegetarians, flexitarians, and meat-eaters.
Launching the Imposter Burger
"We know… it's unfair. Vegans have been cruelly denied the incredible taste of KFC up to now, which is why we've worked hard to perfect The Imposter – a vegan burger that the Colonel would be proud of," Victoria Robertson, Chief Vegetable Enthusiast at KFC UK & Ireland, said as the sandwich launched, in a statement sent to Plant Based News.
"A vegan KFC? We couldn't believe it either. But we've done it – working with KFC we've created a bespoke Quorn fillet that does the Colonel's recipe justice. We have no doubt that KFC fans are going to love the modern take on a finger lickin' favorite," added Tony Davison, Head of Global Foodservice & QSR at Quorn.
Plant Based News taste tests the Imposter Burger. Subscribe to PBN on YouTube here
According to the fast food giant, the staggering response to the burger was unexpected.
"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.
"We can't wait to get the Imposter back out in restaurants so vegans can get their finger lickin' fix."
Although the burger initially sold out across the UK, not all vegans were keen to get their hands on one, with many citing animal cruelty as a reason to boycott the chain.
"KFC murder millions of chickens every year. Just because they now have a vegan option, it doesn't make the chain suddenly cruelty-free. If you buy the vegan burger, you are still paying to hurt chickens," one social media user said.
"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," another added.
*Stores taking part in the trial include:
- Bristol - Fishponds
- Bristol Bradley Stoke
- Bristol - Winterstoke Road
- Bristol - Eastgate Retail Park
- Bristol - Avonmeads Retail Park
- Bristol - Shield Retail Park
- Bristol - Keynsham
- Bristol - Hengrove Leisure Park
- Bristol - The Venue Cribbs Causeway
- Birmingham - Great Bridge Retail Pk
- Bloxwich - Leamore Lane
- Cannock - Orbital Retail Park
- Tyburn - Kingsbury Road
- Walsall - Junction 10 M6 Services
- Walsall - Park Street
- Dudley - Merry Hill Food Court
- Stourbridge - St Johns Road
- Dudley - Merry Hill Drive Thru
- London – Gloucester Road