In what's being pitched as a “Kentucky Fried Miracle,” a newly formulated plant-based chicken is rolling out to KFC restaurants throughout the U.S. starting next week.

Known as “Beyond Fried Chicken,” the new offering represents a collaboration between the Yum Brands-owned chicken chain and Beyond Meat. The companies have been working together for more than two years, test-marketing an early version of the dish in Atlanta in 2019, and an updated recipe in 2020 in Southern California, Nashville, Tennessee, and Charlotte, North Carolina. Those sold out in a week.

Officials described a challenge of developing a fried chicken recipe that showcases the taste and texture of whole-muscle chicken that would appeal to fans of either brand. “The mission from day one was simple – make the world-famous Kentucky Fried Chicken from plants,” Kevin Hochman, president of KFC U.S., said in a statement. “And now over two years later we can say, ‘mission accomplished.’”

Although the product is plant-based, the brands noted it is not prepared in a vegan manner.

KFC and Beyond Meat are partnering with YouTube star and influencer Liza Koshy to help reveal the debut. Koshy has 29.5 million followers on TikTok and 17.5 million fans on YouTube.

Plant-based food sales jumped 27% to $7 billion in 2020, according to the Plant Based Foods Association, an industry trade group, led by strong sales of alternative milks and growth of meat-inspired protein items.

Beyond Fried Chicken is served in a green-and-white container combining KFC’s famous stripes with the color scheme of Beyond Meat. The meals come with a choice of four dipping sauces. They can be ordered a la carte in 6- and 12-piece orders, or as a meal with fries and a drink.

Beyond Meat is separately testing recipes at 70 U.S. Panda Express restaurants and co-developed the McPlant sandwich with McDonald’s.

“We couldn’t be prouder to partner with KFC to offer a best-in-class product that not only delivers the delicious experience consumers expect from this iconic chain, but also provides the added benefits of plant-based meat,” said Ethan Brown, founder and CEO of Beyond Meat. “We are truly thrilled to make it available to consumers nationwide.”

Beyond Fried Chicken will be available Jan. 10.

Chipotle launches vegan chorizo

The launch comes on the heels of a new offering from rival Chipotle Mexican Grill, which this week introduced a plant-based chorizo sausage used in its new "Whole 30" salad bowl, vegetarian bowl and vegan bowl offerings. The plant-based chorizo is made of pea protein, along with traditional ingredients like smoked paprika, crushed garlic, tomatoes and peppers.

Chipotle tested the new items to strong consumer response in the Denver and Indianapolis markets in August, officials said.

“We are thrilled to introduce guests to our new, flavor-packed Plant-Based Chorizo during a season when healthier options are top of mind,” Chris Brandt, chief marketing officer of Chipotle, said in a statement. “Plant-Based Chorizo is our best chorizo ever and proves that you don’t have to sacrifice flavor to enjoy a vegan or vegetarian protein.”