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You know vegetarianism is on a rise when a brand like KFC, the God of all things chicken, is coming up with meatless chicken wings and nuggets.

Kudos to such a powerhouse of a brand to promote a healthier way of living, even if they sell fast food. In collaboration with Beyond Meat, a company that has been producing plant-based products since 2009, KFC will begin selling meatless chicken in Atlanta, USA from today.

Not only does it make KFC the fast food chain to do so, but it also sheds a positive light on the brand’s contribution to the environment. Each year, chickens are killed in millions and fall under the category of the worst-treated animals on factory farms. As reported by Vox, chicken farming also adds on to public health problems like the spreading of bird flu.

For these reasons and several others, animal welfare researchers are urging food companies to balance out their menus with more plant-based options.

“KFC is an iconic part of American culture and a brand that I, like so many consumers, grew up with. To be able to bring Beyond Fried Chicken, in all of its KFC-inspired deliciousness to market, speaks to our collective ability to meet the consumer where they are and accompany them on their journey. My only regret is not being able to see the legendary Colonel himself enjoy this important moment,” said Ethan Brown, founder and CEO of Beyond Meat, in the press release announcing the deal.

Here’s hoping that this is the first of many branches for KFC, and all the other food brands around the world!