A new battlefront for KFC and its Chinese rivals: the lighter meal
Big-name fast-food chains are seeking to capitalise on a surge in demand in China for lighter meals
Fast-food restaurants in mainland China have found a magic bullet for both health and company profit: offering consumers meal options that limit sugar and salt and provide balanced nutrition.
Yum China, the owner of KFC and Pizza Hut brands on the mainland, announced recently that the number of KPRO stores – which sell healthy meals like sandwiches high in protein and yogurt smoothies– would hit 600 at the end of 2026, 200 more than it targeted at the beginning of this year.
“The food is healthy, very reasonable calories, but you’re still full, and you’re not hungry,” Yum China CEO Joey Wat told analysts during an earnings briefing on April 29.
KPRO meals feature calorie labels to help consumers make informed choices, and its prices per meal ranges from around 30 yuan (US$4.41) to 50 yuan per KPRO meal.
By the end of 2025, after just one year and amid mainland consumers’ surging demand for healthy food, the number of KPRO shops – all of which are side-by-side with KFC stores – across the country stood at 200.