SINGAPORE — The meat-free movement has come to KFC Singapore – from tomorrow (13 January) onwards, the new Zero Chicken Burger will be available at all KFC Singapore restaurants except the outlets at Singapore Polytechnic and Singapore Zoo.
The fast food chain said in an announcement that the Zero Chicken Burger is KFC Singapore’s first ever meat-free alternative product. Singaporeans will be the first in Southeast Asia to savour the burger, which will be available for a very limited time.
The Zero Chicken Burger is touted as having the taste of chicken, without containing the poultry meat. It incorporates a mycoprotein meat-free patty made with Colonel Sanders’ original recipe of 11 herbs and spices. The sesame bun burger also includes fresh lettuce and sliced cheese topped with BBQ sauce and mayonnaise.
The burger is not vegan and not vegetarian, though, since it contains ingredients with animal-derived products such as cheese and mayonnaise.
KFC developed the meat-free burger in response to trends among certain consumers who prefer to consume less meat but not eliminate it from their diet totally. The movement has been called “reducetarianism”, “flexitarianism” or “casual vegetarianism”, which is different from veganism or vegetarianism. The benefits of reducing meat consumption include cutting one’s carbon footprint and improved health.
Juliana Lim, Senior Director of Marketing & Food Innovation for KFC Singapore, said, “The start of the New Year brings fresh ideas and the new KFC Zero Chicken Burger is no different. We see a trend towards flexitarianism and increased demand for meat alternative products, so we wanted to offer a meat-free option but still keeping the same great KFC taste. After months of taste testing, we are so proud to launch the first chicken burger without any chicken!”
The Zero Chicken Burger is available at S$6.55 on its own, or as a meal at S$8.65.
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