Plant-based company Vivera, have launched their new meat-free quarter pounder, with the product available in Sainsbury’s stores around the UK from the 6th October. Famed for their vegan steak, which released earlier in the year, the burger is the ‘highest quality vegan hamburger currently available’.
Following the success of the steak – which has seen over a million sold – the burger is a vegan alternative to an Aberdeen Angus burger. Frying the plant-based patty gives it the sizzling of its meat counterpart, whilst remaining tender inside.
Vivera’s burger is also a source of iron, vitamin B12, and high in protein and fibre.
Gert Jan Gombert, commercial director of 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.
“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. 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.”