KFC accused of 'hypocrisy' by Yorkshire-based vegan food brand for new ad campaign

It came after KFC launched an advert campaign that focuses on issues including artificial intelligence, telling customers: “In a world where you can’t believe in anything, believe in chicken.”

VFC’s head of marketing, Abigail Nelson-Ehoff, said: “Our campaign is here to challenge the perception of chicken as just a food commodity and to show a glimpse of the reality of what these animals are facing.

“At VFC, we’re asking animal lovers to Believe in Chickens instead, by choosing vegan alternatives to show these peaceful, sentient beings the care and compassion they deserve.”

The firm previously accused KFC of “welfare washing” after an undercover investigation in which it visited a farm the brand had taken an influencer to.

KFC said that VFC had not provided any evidence to demonstrate specific incidents of poor welfare in its supply chain that would currently require any further investigation on its part.

Jenny Packwood, chief corporate affairs at KFC UK & Ireland, said: “Chicken is central for us. It's what we do and it's in our name. It is critical that we are trusted by our customers with what is at the heart of our business.

“We are unwavering in our commitment to the welfare of every single chicken in our supply chain and have a responsibility to drive transparency and continual improvements in our welfare standards in partnership with our suppliers and stakeholders.

"That's why we remain committed to the Better Chicken Commitment framework and are already driving key areas within our own welfare programme across the UK, Ireland and Western Europe.

“While we have no doubt that VFC, like us, are passionate about chicken welfare, it’s important to acknowledge that they are food manufacturers and not an independent third party.”

Activist Matther Glover, who is chief mission officer at VFC, said: “KFC believes in chicken, whereas VFC believes in chickens. There’s a subtle and important difference.

"We want to speak up for chickens, who are the most abused land animal on the planet. At VFC we’re trying to lead the way in advocating for cruelty-free food, while reminding the public that chickens are sentient beings that deserve our respect.”