Hooters is launching a meat-free wing

Hooters is cashing in on the plant-based food craze. The chain, known for its wings and waitresses, announced on Monday that they were launching meat-free wings branded as UNreal Wings. The new menu item is in partnership with plant-based meat maker, Quorn.

The move is an attempt by Hooters to bring in millennial eaters as well as appeal to their older demographic. Carl Sweat, the global Chief Marketing Officer for Hooters says “As many of us have aged and seen the opportunity to eat better,” people have been drawn to plant-based options, Sweat told Business Insider in an interview on Monday.

According to Sweat, their core demographic (men over 40) is getting more focused on their health.

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