The Delifresh Plant Beef is completely plant-based and contains texturized soy and wheat protein. Developed and produced in Sweden is available at all its restaurants in Sweden, Norway and Denmark.
The business plans for 50% of sold meals in 2022 to be comprised of something other than red meat, and to date, it reports that sales are close to 40%.
Jonas Mårtensson, head chef at Max Burgers explained how long it has taken to develop this offering. “Work towards the goal of being able to offer our guests a plant-based meat substitute began in earnest when we launched the first part of the Green Family in January of 2016. We started the search for an option that would fit MAX’s menu, but quickly realized that none of the products we found could meet our tough requirements for really good taste. So we decided to develop our own plant-based burger for meat lovers. For me the proof of our success was when my meat-loving son couldn’t feel a difference.”
Claes Petersson, Vice President/Chief Innovation & Development Officer at Max burgers added:
“I’ve tried all known products in this category worldwide, and Max Delifresh Plant Beef is best in class. The protein of the future is on its way, and the front-runner is made by us here in Sweden. Our goal is for all the carnivores to feel like they can still have a really great hamburger’ without it actually being meat.”
In June, GlobalMeatNews will host The Future of Plant-based Proteins Conference in Amsterdam. Featuring presentations from the European Plant-based Food Association, The Good Food Institute and Finnebrogue, it will discuss all elements of the plant-based sector. To book your place, click here.