Announcing the launch, Vivera said that the new quarter pounder is the “highest quality vegan hamburger currently available”.
The fast-growth company caught consumer attention with the launch of a plant-based steak this year. The steak was introduced to Tesco in the UK, with additional retail listings in the Netherlands, Germany, France and Italy. The company said it has sold more than one million plant-based steaks since the product was launched.
The Vivera-branded Veggie Quarter Pounder, which will initially be stocked in Sainsbury’s in the UK, is the newest addition to the group’s product range. Vivera has a portfolio of over 40 products sold in 25,000 supermarkets across 23 European countries. Around 40% of the manufacturer’s business comes from private label.
‘Large market potential’
Gert Jan Gombert, commercial director of Vivera, said that the company expects to see strong demand for its new meat-free burger product. “We expect a large market potential for our ‘Veggie Quarter Pounder’ due to its superior taste and structure.”
In particular, he stressed the burger’s functional and sensorial attributes. “The smell, taste and bite can hardly be distinguished from an Aberdeen Angus beef burger,” Gombert said.
Nutritionally, the burger is high in protein and is a source of fiber, iron and vitamin B12.
The company expects the plant-based burger to appeal to vegans, vegetarians and flexitarians. It will initially be stocked in Sainsbury’s but Vivera is focused on scaling up production and increasing distribution in the UK and beyond.
“British retailers and consumers are on the forefront of adapting high quality meat alternatives.[This is the] 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 is one of Europe’s largest alternative protein companies, producing more than one million plant-based products each week.
The company is benefitting from increasing consumer interest in healthier and more sustainable foods in the region. “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,” Gombert suggested.
Consumption of plant-based meat alternatives can significantly reduce the environmental impact and the use of scarce resources like water and farmland, Vivera stressed.