SWITZERLAND – The global food and beverage giant, Nestle has announced that it is launching a new 100% plant-based burger in Europe, with plans to roll out the same in the United States.

From April, European consumers will be able to enjoy their favorite burger dubbed Garden Gourmet Incredible Burger, which will first debut in Austria, Belgium, Denmark, Finland, Germany, The Netherlands, Norway and Sweden.

The new ‘cook from raw’ plant-based burger expands Nestle’s reach into the meat-free market that is quickly expanding due to preference for healthier food products.

The Garden Gourmet Incredible Burger is made with natural protein from soy and wheat while natural plant extracts like beetroot, carrot, and bell pepper help create the look of a beef burger before, during, and after cooking.

“These new burgers don’t compromise on flavor, texture and cooking experience,” said Wayne England, the head of Nestlé’s food business.

“They underline Nestlé’s increased focus on tasty, authentic plant-based food.

“We believe this trend is here to stay, as consumers look at different ways to enjoy and balance their protein intake and lower the environmental footprint of their diets.”

Beginning this fall, Nestle said it will be launching a cook from raw plant-based burger in the United States under the Sweet Earth brand, customized for the American consumer.

The plant-based burger called the Awesome Burger will be sold fresh and complements Sweet Earth’s existing veggie-centric burgers.

The rise of plant-based meat alternatives is driven by growing concerns around meat on health and environmental and ethical concerns, but it has been obstructed by taste issues.

Nestle says the new burgers allow even meat lovers to enjoy a veggie burger that hardly differs from a traditional burger.

The burgers are the result of collaboration between culinary chefs, alternative protein researchers and local food experts at both Garden Gourmet and Sweet Earth.

“We’re proud of our ability to make healthy and sustainable food accessible to everyone through our trusted brands.

This includes plant-based food products under our Garden Gourmet range in Europe and the Sweet Earth brand in the U.S,” added Wayne England.