Sales of Breakthrough Plant-Based Hamburger Start in UK
Sainsbury’s to sell newest product from Vivera, the maker of the 100% plant-based steak
Vivera, the fastest growing producer of plant-based meat alternatives in Europe, announces the introduction of the highest quality 100% plant-based hamburger. Vivera claims to have achieved the highest quality vegan hamburger currently available. Sainsbury’s will be the first to sell the fresh (uncooked) ‘Veggie Quarter Pounder’ from 6th October 2018. Earlier this year Vivera introduced the world’s first 100% plant-based steak. 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. Vivera is one of the largest manufacturers of meat-free products in Europe.
Large demand expected
The ‘Veggie Quarter Pounder’ is made entirely with plant-based ingredients. This makes 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.
Best vegan alternative to Angus Burger currently available
Vivera aim was to mimic the famous Aberdeen Angus beef burger. They’ve strived to produce a burger so tasty, so close in texture and appearance that any carnivore would be satisfied. Frying achieves a prefect sizzling exterior whilst staying tender in de the middle. Nutritionally, the burger is high in protein and is a source of fiber, iron and vitamin B12.
It will be sold under the Vivera brand name, initially as an exclusive to Sainsbury’s. RRP will be confirmed upon launch. Distribution and sales will go to Vivera’s exclusive UK partner Winterbotham Darby who successfully introduced the Vivera brand into the UK in 2017.
Gert Jan Gombert, commercial director of Vivera: “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.“
Large-scale production of plant-based products
Vivera has a current production of more than one million plant-based products per week, making it one of the largest producers in Europe. The company 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.
Vivera has been pioneering in the development of vegetarian and plant-based meal components since 1990. The company with headquarters and factory in the Netherlands has since grown into one of the largest manufacturers in Europe. The product range consists of more than 40 products making it one of the largest and best quality ranges on offer. The products are based on a.o. wheat, soy, peas, corn, rice and vegetables. Its products are developed based on the best taste, bite, appearance, variety, health and value for money. Vivera’s range is already available in 23 European countries and around 25,000 supermarkets.
Vivera is Founding Member of the Green Protein Alliance and co-founder of ‘Het Planeet’ (Platform Sustainable Proteins). Both organizations stimulate the protein transition from animal to plant-based proteins which improves human and animal health and the environment and provides new market opportunities for all market parties in the value chain. In addition, Vivera recently opened the most advanced production facility for tofu in Europe under the name of Dutch Tofu Company. With Dutch Tofu Company, Vivera is active in the market for high quality tofu that is delivered to a growing number of supermarkets in Europe.