Yum China Holdings, Inc. has announced the launch of a new campaign to promote balanced diets by offering customers more fruit and vegetable options.
Yum China is the country’s largest restaurant/QSR company, and it will launch the campaign simultaneously on 13 September at its over 6,000 KFC, Pizza Hut and Taco Bell stores nationwide, before gradually expanding to more stores.
A core component of the campaign is the “Fruit and Vegetables 100+” program that encourages customers to add at least 100g of fruit and vegetables to their meals. KFC, Pizza Hut and Taco Bell will also launch a series of new and updated fruit and vegetable based products in China, while leveraging their digital platforms to raise public awareness of nutrition and healthy eating.
Yum China is committed to offering a wide variety of delicious and nutritious foods to customers. To achieve this, the Company focuses on food innovation, upgrading product offerings with recipe changes, using creative ingredient combinations, and adopting multiple cooking methods. For example, at KFC, approximately 80% of non-beverage breakfast menu items are made from the oven or other healthy cooking methods.
Yum China also regularly reviews its ingredients and has reduced the amount of salt, sugar and oil in its recipes. KFC alone eliminated about 118 tons of salt from its products between 2018 and the end of 2020. In addition, in 2020, Yum China became one of the first restaurant companies to introduce plant-based products to China when it launched plant-based beef burgers and chicken nuggets at KFC, plant-based beef burgers at Pizza Hut and plant-based beef and pork tacos at Taco Bell.
The latest campaign is is line with the National Health Commission’s Dietary Guidelines for Chinese Residents that adults require a daily intake of 300-500g of vegetables to maintain a balanced diet. Yum China is also an active supporter of the National Nutrition Week since its establishment in 2016.
Yum China also runs an official WeChat account called “Best Foods & Best Sports” that shares relatable everyday stories to promote healthy lifestyles.
Yum China Holdings, Inc. is a licensee of Yum! Brands in mainland China. It has exclusive rights in mainland China to KFC, China’s No.1 QSR brand; Pizza Hut and Taco Bell. Yum China also owns the Little Sheep, Huang Ji Huang, East Dawning and COFFii & JOY concepts outright. In addition, Yum China has partnered with Lavazza to explore and develop the Lavazza coffee shop concept in China. The Company had 11,788 restaurants in over 1,600 cities as of December 2021.