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Plant-based meat producer Vivera has announced it will be introducing its Veggie Quarter Pounder into selected Sainsbury’s stores.
The 100% plant-based hamburger has been created by Vivera and is the latest addition to the Dutch-based manufacturer’s wide range of plant-based meat options.
The move follows Vivera’s successful roll-out of its 100% plant-based steaks into Tesco stores earlier this year, with its first delivery of 40,000 steaks selling out within days.
According to Vivera, the burger, which mimics an Aberdeen Angus beef burger, is indistinguishable from its meaty counterpart.
“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 Vivera’s commercial director Gert Jan Gombert.
Frying the plant-based patty, which is high in protein, fibre, iron and vitamin B12, helps it to achieve ‘a perfect sizzling exterior whilst staying tender in the middle’.
Vivera is expecting “large market potential” for the 100% plant-based hamburger and is scaling up its production to meet the predicted demand for the product across the UK.
The Veggie Quarter Pounder will be stocked in selected Sainsbury’s stores from 6 October.
