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

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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.

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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. 

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