The initiative is part of the country’s National Week Without Meat (Nationale Week Zonder Vlees), which kicks off today (9 March).
KFC already offers a vegan burger in partnership with UK-headquartered mycoprotein producer Quorn.
Mycoprotein is a fungi-based ingredient high in protein and fibre and low in saturated fat. Production uses 90% less land and water than some animal protein sources.
KFC’s Original Recipe Vegan Burger – formerly known as the Vegan Imposter Burger – is made from a bespoke vegan Quorn fillet coated in the Colonel’s ‘secret blend’ of 11 herbs and spices.
Now, Quorn will be broadening its mycoprotein product range for the Rotterdam branch.
“It’s the same KFC menu people know and love – just meat free,” a KFC spokesperson told FoodNavigator. "From rice boxes to buckets and burgers to salads, there’s something for everyone.”
All products will be vegetarian-friendly, with ‘a few’ vegan items also listed on the menu. The meat-free alternatives will be priced ‘roughly the same’ as KFC’s chicken counterparts, we were told.
Quorn confirmed it did not have to increase capacity in order to supply the Rotterdam store during this period, adding that it is ‘extremely proud’ to be involved.
“We think it’s a fantastic project as it showcases that great-tasting vegan and vegetarian food is now available in every-day restaurants, giving people the chance to buy meals with lower carbon footprints, wherever they decide to eat!,” a spokesperson told this publication.
Not-for-profit ProVeg International, which aims to halve global animal consumption by 2040, has applauded KFC’s initiative.
“For a branch of KFC to go 100% meat-free for a full week is nothing short of pioneering. We are seeing a glimpse into the future of fast food right here,” said ProVeg UK Executive Director Philip Mansbridge.
“This is a landmark moment, showing the industry’s need and willingness to adapt to changing consumer preferences for tastes towards healthier and more sustainable foods. Public awareness around the environmental and health consequences of eating meat is growing fast. This branch of KFC is listening, and it sends a very powerful message.”
