Nestlé renames its plant-based burger to Garden Gourmet Sensational Burger

SWITZERLAND – Nestlé has introduced its newly improved Garden Gourmet plant-based burger debut “Sensational Burger” in the European market, an upgrade from its previous offering, “Incredible Burger” in just over a year since it was launched.

According to the company, the new product has more meat-like flavor and texture and it also cooks better, making that transformation from raw to cooked with a satisfying sizzle.

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It combines natural soy and wheat protein, color from natural plant extracts, rapeseed and coconut oil and a proprietary method of fermenting plant-based ingredients to boost the ‘umami’ flavor of the burger.

Further improvements and innovations for the burger and other plant-based products are expected later this year, as Nestlé’s plant protein experts, food scientists and chefs continue to listen to consumer feedback and create an exciting product pipeline.

Wayne England, head of Nestlé’s food business, said, “As consumers around the world seek healthier, more sustainable diets, we have created some of the tastiest and healthiest plant-based foods available.”

“The new Garden Gourmet ‘Sensational’ name evokes the senses that are stimulated by our burger: the visible transformation and aroma when cooking, the sound of it sizzling in the pan or on the grill, the great taste and texture.”

Other Garden Gourmet ‘no compromise’ products, including plant-based sausages and grounds, will also carry the ‘Sensational’ name going forward, stated the company.

Torsten Pohl, Head of the Nestlé Product Technology Center in Singen, Germany, which specializes in plant-based foods, said, “We are focused on delivering competitive plant-based products which are both nutritious and great-tasting.”

“Our experts continuously explore new technologies and recipes, to deliver a wide range of plant-based innovations that have the right texture, the right taste, as well as a superior nutritional profile.”

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Nestlé has announced its ambition to achieve zero net greenhouse gas emissions by 2050, including by offering more plant-based food and beverages.

As Wayne England added: “We know plant-based food and we know meat substitutes. We have been doing this as long as anybody and will continue to focus our energy on what really matters to consumers – delivering truly outstanding plant-based products that are good for people and for the planet.”

Nestlé vs Impossible Food battle over the brand name

In regards to the change of the brand name, FoodIngredientsFirst has revealed that the rename was triggered by Nestle losing a court battle against Impossible Foods over the rights to the name.

The District Court in The Hague, the Netherlands, claimed that the food giant had infringed upon Impossible Foods’ trademarks, allowing just four weeks to withdraw the burger from retail across European markets or pay a company-wide penalty of €25,000 (US$28,200) in daily fines.

“We see this as an opportunity and look forward to bringing even more great plant-based products to more people. Our strong and recognizable Garden Gourmet brand is well established in now 15 European countries, with further expansion plans for the future,” a Nestlé spokesperson tells FoodIngredientsFirst.

“While we applaud other companies’ efforts to develop plant-based products, we don’t want consumers confused by similarities. We’re grateful that the court recognized the importance of our trademarks and supported our efforts to protect our brand against incursion from a powerful multinational giant,” says Dana Wagner, Impossible Foods’ Chief Legal Officer.

In its ruling, the European court endorsed the validity of the Impossible Burger trademark and noted the visual, phonetic and conceptual similarities between that trademark and Nestlé’s “Incredible Burger” and it cited considerable evidence that consumers and commentators were indeed confused by the similarity in product names.

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