Dutch meat alternative brand Vivera has launched a 100% plant-based hamburger in the UK as it scales up production to meet expected demand in the country.
The Veggie Quarter Pounder aims to mimic the Aberdeen Angus beef burger and Vivera said it has strived to produce a burger “so tasty, so close in texture and appearance that any carnivore would be satisfied”.
Suitable for vegetarians, vegans and consumers enjoying a flexitarian diet, the burger is said to be high in protein and a source of fibre, iron and vitamin B12. Vivera added that frying the product “achieves a perfect sizzling exterior whilst staying tender in the middle”.
Earlier this year Vivera introduced its 100% plant-based steak, which is made from ingredients such as wheat and soy, and 1 million have since been sold.
Vivera’s Veggie Quarter Pounder aims to mimic the flavour of the Aberdeen Angus beef burger.
Gert Jan Gombert, commercial director at Vivera, said: “We expect a large market potential for our Veggie Quarter Pounder due to its superior taste and structure. The smell, taste and bite can hardly be distinguished from an Aberdeen Angus beef burger.”
He added: “Innovative and high-quality plant-based products can make a significant contribution to a more balanced diet towards more plant-based proteins.”
UK retailer Sainsbury’s will be the first to sell the fresh (uncooked) Veggie Quarter Pounder from 6 October.
Founded in 1990, Vivera now has a product range of more than 40 plant-based products which are based on ingredients such as wheat, soy, peas, corn, rice and vegetables. The brand’s portfolio is available in 23 European countries and around 25,000 supermarkets.
© FoodBev Media Ltd 2018
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