# Health-Conscious Fast-Food Initiatives Yum China Is Encouraging Customers to Eat a Balanced Diet By Niko Pajkovic | Published 2021-10-19 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/yum-china References: [prnewswire](https://www.prnewswire.com/news-releases/yum-china-strengthens-its-commitment-to-promoting-balanced-diets-and-healthy-lifestyles-301375020.html) & [ir.yumchina](https://ir.yumchina.com/)  Yum China, a food brand holdings company with exclusive rights to China's KFC, Taco Bell and Pizzahut chains, has announced the launch of the 'Fruit and Vegetables 100+' campaign, a new program aimed at promoting healthy, balanced diets. The new health-oriented campaign encourages customers to add a minimum of 100 grams of fruit and vegetables to their fast-food meals. In doing so, customers will be adhering to the recommendations outlined by the 'National Health Commission's Dietary Guidelines for Chinese Residents,' which suggests a daily intake of 300-500 grams of fruits and vegetables. As part of the campaign, Yum China will begin offering a wide range of nutritious food options. In some cases, the company will even change certain recipes and introduce new cooking methods. The 'Fruit and Vegetables 100+' campaign will be rolled out at 6,000 stores throughout China on September 13th, before being expanded in the following months. Image Credit: Yum China ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 66% | Activity: 76% | Freshness: 10% - Audience gender: 70% men, 30% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What Makes This Trend Stand Out - **Healthy Fast-food Alternatives:** Businesses can explore incorporating more nutritious options to their fast-food menus to cater to health-conscious customers. - **Promoting Balanced Diets:** Opportunities exist for companies to design health-oriented campaigns that encourage customers to eat more fruits and vegetables to promote balanced diets. - **Nutritious Food Revolution:** The rise of health-oriented campaigns in the fast-food industry presents a chance for companies to make nutritious food more accessible and appealing to consumers, potentially leading to a revolution in the industry's food offerings. ### Sectors Adopting This - **Fast-food Industry:** Fast-food companies can take a cue from Yum China's 'Fruit and Vegetables 100+' campaign to create similar initiatives that cater to health-conscious consumers. - **Food/retail Industry:** Grocery stores and food retailers can align with the health-oriented campaigns of fast-food companies to promote healthier food options and cater to an increasing demand for nutritious food. - **Food Tech Industry:** Opportunities exist for food tech companies to develop new cooking methods and recipe alternatives that make healthy food more appealing and accessible to consumers. ## Related on Trend Hunter - [Comprehensive Fast Food Reports](https://www.trendhunter.com/trends/yum-brands-inc.md) - [Digital Fast-Food Restaurants](https://www.trendhunter.com/trends/yum-brands-digital.md) - [Revised QSR Packaging Policies](https://www.trendhunter.com/trends/yum-brands.md) - [Health-Themed QSR Menu Campaigns](https://www.trendhunter.com/trends/arbys-new-year-same-you.md) - [Cheerful Healthy Snack Campaigns](https://www.trendhunter.com/trends/garden-veggie-snacks.md) - [Regionally Inspired Menu Items](https://www.trendhunter.com/trends/menu-in-china.md) - [Health-Minded Fast Food Meals](https://www.trendhunter.com/trends/olivers-real-foods.md) - [Value-Driven Wellness-Focused Menus](https://www.trendhunter.com/trends/salad-and-go.md) - [Nutritionist-Approved QSR Meals](https://www.trendhunter.com/trends/balanced-protein-plates.md)