KFC plant meat burger is more expensive than real meat when it comes to Beijing. Will you place an order?

Beijing Daily Client

16-13 Official Account of Beijing Daily

The vegetable chicken pieces first sold in Shanghai, Guangzhou and Shenzhen in April finally appeared in Beijing stores. At 9: 31 in the morning of June 3rd, two kinds of plant meat products, namely "planted beef cheeseburger" and "planted golden chicken nugget", were put on sale in Xuanwumen store of KFC.

In less than two months, seven brands including Starbucks, Xicha, Nestle and Wanchai Wharf have entered the market one after another. More and more mainstream players flock to the track, but what is the consumer's acceptance of plant meat?

sold out in three hours

It is understood that KFC's second round of "plant meat" public beta has expanded to five restaurants in Shanghai, Beijing, Hangzhou and Chengdu. In the public beta, in addition to the chicken nuggets in the first round of public beta, there is also a new beef burger jointly produced by KFC China and Beyond Meat.

according to the staff in the store, the limited supply of plant meat products in this public beta lasted for 3 days. There are about 81 hamburgers and thousands of chicken pieces. The Beijing Daily client reporter noticed that the early adopter price of planting golden chicken nuggets is 5 pieces in 2 yuan, which is much cheaper than the ordinary chicken nuggets of 11 yuan; The beef and cheese burger planted in 32 yuan is one, which is more expensive than the "whole thick-cut Australian steak burger" in 1.5 yuan.

judging from the enthusiasm of consumers, "vegetable meat" also has a high acceptance in restaurants in Beijing. "The taste and taste of plant chicken pieces are similar to real meat, and the water chestnut added in the stuffing is very greasy. The beef patties in the beef cheese burger have obvious graininess, and the taste is obviously different from that of ordinary beef patties, but they can still taste the beef flavor. " Most consumers who come for early adopters give favorable comments.

The reporter noticed that by around 12 noon, the "planted beef cheeseburger" prepared by the store for the three-day public beta period showed that it had all been sold out. In April this year, KFC has planted golden chicken nuggets in three stores in Shanghai, Guangzhou and Shenzhen. The test price was 1.99 yuan and 5 pieces, which were also sold out on the first day of pre-sale.

Within two months, seven brands flocked to the track.

Since the first American plant catering startup, Variety Meat, was listed on NASDAQ last May, artificial meat has been the focus of the industry. In August last year, the domestic artificial meat start-up brand Zhenrou's plant meat moon cake and Starfield's plant meat hamburger appeared one after another, which opened the prelude for plant meat products to land in the domestic market.

in the past two months, major chain catering enterprises and food manufacturers have started to set foot in plant meat products. KFC, Starbucks, and Xicha have respectively introduced food such as plant chicken pieces, light food with plant meat and plant meat hamburgers. In less than two months, plant meat products have blossomed everywhere in thousands of chain stores of various brands.

even many traditional food processing enterprises have begun to speed up the influx into the track by updating fast food products and establishing production lines. In the past two months, Zhejiang time-honored brand "Zhulaoda" has successively launched artificial meat dumplings; Quick-frozen food brand "Wan Chai Wharf" launched plant meat dumplings; Danone Group launched VEGA ONE；, a brand of vegetable protein powder, in China market; Nestle China launched a capital increase project worth 731 million yuan in Tianjin, including the first plant-based product production line in Asia, and plans to put it into production in the second half of this year; Jinluo's vegetable meat products vegetarian meat and vegetarian sausage have also been listed one after another.

The reporter noticed that among the above-mentioned plant meat products, except KFC's "test" products such as chicken nuggets, the prices of officially launched plant meat foods are generally more expensive than real meat foods. Take the plant meat zongzi of the bosses as an example. The price of three zongzi sets made of "artificial meat" curry beef zongzi, duck egg pork belly zongzi and cheese meatball zongzi is 59.9 yuan, while the price of ordinary zongzi is about 4 31 yuan zongzi and 6 41 yuan zongzi.

In addition, most consumers who try plant meat products have an early adopter mentality, or are originally vegetarian and fitness people. It seems that there are not many consumers who really choose plant meat products as a substitute for daily meat diet.

food innovation or the concept of following the trend?

according to the prediction of Markets and Markets, an American market research and consulting company, the global market size of plant-based artificial meat was about $12 billion in 2119, and it is expected to grow at a compound annual growth rate of about 15.1%, reaching $27.9 billion by 2125.

However, at present, although plant meat products are blooming everywhere, most of the plant meat products of restaurants and food brands come from other meat suppliers, such as Zhouji and Xinshan meat suppliers. After purchasing, restaurants and food processing enterprises can make different types of foods such as patties, meatballs and minced meat according to their needs, and few of them really invest in research and development.

"cooperation with brands with traffic can at least achieve immediate results in new product promotion and new traffic." Xue Yan, secretary-general of China Botanical Food Industry Alliance, believes that the promotion of mature brands is conducive to the rapid establishment of understanding and acceptance of plant meat in the consumer market. "But all brands use the same raw materials, which will easily make consumers lose the freshness of plant meat products and generate higher expectations."

in Xue Yan's view, industrial development ultimately depends on who can develop products that meet the local tastes and consumption habits. "As long as we can break through the technical barriers and develop plant meat products that meet the tastes of China people, other brands may also stand out from these tight encirclement in the future.

However, many food experts still doubt whether the consumption scale at this stage can support the research and development and mass production of artificial meat with high barriers. "From the perspective of future development, artificial meat may become an important non-staple food in people's daily life. However, at present, artificial meat is still in the stage of conceptual speculation. I am afraid there is still a long way to go to completely replace real meat. " China food industry analyst Zhu Danpeng said.

Source Beijing Daily Client | Intern reporter Yang Tianyue

Editor: Yang Tianyue

Process Editor: Wang Mengying

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