KFC is introducing a chicken and rice dish as a permanent addition to its menu. The product will mark the first time the fast-food chain has offered rice on its UK menu.
KFC Rice Bowls, to be launched on September 13, will consist of basmati rice topped with fried chicken and a sweet and sour sauce. By introducing the bowls, KFC is offering consumers an alternative to the chain’s chicken burgers. It is likely to introduce other sauce variants in the future, although there are no plans at the moment.
The launch of Rice Bowls, which cost 3.49, will be supported by a marketing campaign, details of which have yet to be confirmed. It is likely to be developed under the chain’s ongoing “Soul Food” campaign, created by Bartle Bogle Hegarty. The chain has revamped its staff uniforms, product packaging and restaurants to incorporate elements of the campaign. Last year, KFC introduced a warm chicken salad and Spicy Zinger chicken salad to its menu to attract more female consumers and families. It also aimed to increase its lunchtime offer. It is currently promoting the Mini Fillet, a smaller chicken burger.