A leading Chinese consumer organization has called for a boycott of a KFC meal offer, claiming that it promotes food waste.

According to the China Consumer Association (CCA), the deal caused some buyers to go on a shopping spree.

Last week, KFC partnered with Pop Mart, a Chinese toy company famed for its mystery boxes, to launch the campaign.

When purchasing specific KFC set meals, customers can acquire limited edition versions of large-eyed and round-faced Dimoo toy dolls.

The state-affiliated CCA stated in a statement that KFC “used limited-edition blind box sales to entice and condone consumers’ unreasonable and excessive purchase of meal sets, which goes against public order, good customs, and the spirit of the law.”

According to the statement, one client spent 10,494 yuan (£1,202; $1,649) on 106 meals in one go to collect the toys, while others bribed others to buy meals for them or just tossed them away.

The campaign was introduced to commemorate the 35th anniversary of KFC’s first mainland China location.

KFC China’s parent company, Yum China, and Pop Mart did not immediately reply to BBC requests for comment.

The Chinese government, led by President Xi Jinping, initiated a significant campaign against food waste in 2020.

The amount of food thrown away was described by President Xi as “shocking and depressing.”

During the epidemic, the “Clean Plate Campaign” was launched against the backdrop of mounting worries about food security.

Online influencers were prohibited from binge eating on social media platforms as part of the campaign, and restaurant patrons were advised not to order more than they could eat.