EUROPE – Vivera, the fastest growing producer of plant-based meat alternatives in Europe, has announced the introduction of the highest quality 100% plant-based hamburger.
Accordiung to the company, it claims to have achieved the highest quality vegan hamburger currently available, and that Sainsbury’s will be the first to sell the fresh (uncooked) ‘Veggie Quarter Pounder’.
Earlier this year Vivera introduced the world’s first 100% plant-based steak, and since then more than 1 million pieces in Europe have been sold.
The fresh ‘Veggie Quarter Pounder’ is the newest addition to the product range of Vivera, which already consists of more than 40 meat alternatives.
The ‘Veggie Quarter Pounder’ is made entirely with plant-based ingredients, making the product suitable for vegetarians, vegans and any consumer enjoying a flexitarian diet.
Initially Vivera’s ‘Veggie Quarter Pounder’ will be sold in a selection of Sainsbury’s supermarkets in the UK. Vivera is currently rapidly scaling up its production to meet the expected large demand in the UK.
“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.
We are convinced that this product will meet a large need. For a growing group of consumers the benefits of eating less meat is key,” said Gert Jan Gombert, commercial director of Vivera.
“British retailers and consumers are on the forefront of adapting high quality meat alternatives.
Reason for us to have our worldwide introduction here. Innovative and high-quality plant-based products can make a significant contribution to a more balanced diet towards more plant-based proteins.”
Vivera has a current production of more than one million plant-based products per week, making it one of the largest producers in Europe, to which it benefits from a fast growing consumer interest in healthier and sustainable food in many parts of Europe.
As the world’s meat production is projected to double by 2050 according to FAO (Food and Agriculture Organization of the UN) the availability of meat alternatives becomes more relevant than ever before.
Consumption of plant-based meat alternatives can significantly reduce the environmental impact and the use of scarce resources like water and farmland.