Vivera launches latest breakthrough in plant-based hamburgers, targets UK market

636743279372606357636743251591624652vivera vege burger.jpeg

05 Oct 2018 --- Vivera, the fastest growing producer of plant-based meat alternatives in Europe and the maker of the 100 percent plant-based steak, has announced the introduction of the “highest-quality, 100 percent plant-based hamburger.” Sainsbury’s stores in the UK will be the first to debut the fresh “Veggie Quarter Pounder” from tomorrow (October 6, 2018).

The market for vegan-friendly products has seen rapid growth in the past years. New launches are prevalent in a range of product categories from dairy alternatives to meat analogs, with companies seeking to recreate the “real thing” – i.e., animal-derived products – using new processing techniques and innovative ingredients.

The growing popularity of new product development on vegan platforms is substantiated by new product launch data from Innova Market Insights, which note a 58 percent increase in product launches recorded with a vegan claim in 2015 from 2014, with a further 35 percent increase in 2016 from 2015.

Earlier this year, Vivera introduced the world’s first 100 percent plant-based steak, initially through Tesco stores in the UK. Since then more than 1 million pieces in Europe have been sold. You can read more on this here. UK supermarkets have made significant moves in bringing plant-based food to the mass market this year and are likely to expand into this space even further.

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.

Click to Enlarge
The “Veggie Quarter Pounder” is the newest addition to
Vivera's product range

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.

Gert Jan Gombert, Commercial Director of Vivera says: “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 significant need. For a growing group of consumers, the benefits of eating less meat is critical to a healthier lifestyle. British retailers and consumers are at the forefront of adapting high-quality meat alternatives and this is the key 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 toward more plant-based proteins.”

Vivera’s aim was to mimic the famous Aberdeen Angus beef burger. They have strived to produce a burger so tasty and so close in texture and appearance that any carnivore would be satisfied. Frying achieves a perfect sizzling exterior while staying tender in de the middle. Nutritionally, the burger is high in protein and is a source of fiber, iron and vitamin B12, says the company.

“Veggie Quarter Pounder” 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.

Large-scale production of plant-based products
Vivera has a current output of more than one million plant-based products per week, making it one of the largest producers in Europe. The company benefits from the 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 United Nations) 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.

FoodIngredientsFirst has reached out to Vivera for further details. 

To contact our editorial team please email us at editorial@cnsmedia.com

Related Articles

Food Ingredients News

Plant-based start-up makes UK debut, launches vegan meat alternatives

10 Oct 2018 --- New UK start-up food company, The Meatless Farm, has launched its first products in the UK. The 400g fresh mince and two pack 227g fresh burger patties, which, according to the company are lovingly made from plants, will be available exclusively in Sainsbury’s from mid-October. The move comes as the plant-based sector is thriving globally.

Business News

World Vegetarian Day: Growth, trends and innovation in the meat-free market

01 Oct 2018 --- Today marks World Vegetarian Day and October 1 is the beginning of a month-long awareness program focused on meat-free eating, the growth and trends within the vegetarian space and how product development is growing in global markets. Plant-based alternatives to meat and dairy, vegetarian and vegan product innovation is abundant to keep pace with consumer demand.

Business News

Sainsbury’s-Asda merger: Competition probe moves in phase two, warns of overlap in 463 areas

28 Sep 2018 --- As the Competition Markets Authority moves into phase 2 of its investigation into the planned Sainsbury’s-Asda merger, the watchdog says there is potential for Substantial Lessening of Competition (SLC) in 463 areas. This has led to questions over possible store closures in some areas, however, job losses and shutdowns have been previously ruled out.

Business News

Flexitarian snacking: Mora enters NPD partnership with The Vegetarian Butcher

26 Sep 2018 --- Major Dutch snack manufacturer brand Mora is joining forces with De Vegetarische Slager (The Vegetarian Butcher). The first products, including a vegetarian croquette, will be available early next year in supermarkets, company canteens, cafeterias & hospitality establishments. The distinctive feature of the vegetarian version of this iconic snack is that it’s “so close to the original, you can barely tell the difference.”

Business News

Plant-based protein expansion: Roquette buys Dutch extrusion unit from Texpall

25 Sep 2018 --- Roquette has acquired a facility specialized in the extrusion of plant-based proteins. With this acquisition, the French-headquartered group wants to expand its range of premium textured plant-based ingredients for the global meat alternatives market.

More Articles