Dutch meat alternative brand Vivera has launched a 100% plant-based steak to market, which is made using ingredients like wheat and soy.
The product will go on sale in more than 400 branches of UK supermarket Tesco as of 21 May. Later in the year it will also be available in the Netherlands, Germany, France and Italy.
Founded in 1990, Vivera aims to establish a 100% plant-based product portfolio before the end of 2018. Its current line consists of more than 40 different meat alternatives.
The brand said that the development of plant-based steak in mass production fits in the growing popularity of high-quality meat replacements.
Gert Jan Gombert of Vivera said: “A large group of vegetarians, vegans and flexitarians has been very interested in such a product for years. With the breakthrough of its market introduction and large-scale production, a large group of consumers can enjoy this very tasty plant-based product.
“The smell, taste and bite can hardly be distinguished from real steak and we are convinced that this product will meet a large need of consumers. It is very important that we eat less meat, both for our own health, animal welfare and for our planet. Innovative and high-quality plant-based products can make a significant contribution here.”
With the sustained growth of the meat alternative sector, meat companies have increased investments in new brands. Last year Maple Leaf Foods acquired US meat alternative brand Field Roast Grain Meat Co in a deal worth $120 million and in January, Tyson, through its Venture Capital arm Tyson Ventures, invested in lab-grown meat start-up Memphis Meats.
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