These vegan burgers are being sold in grocery store meat fridges
Vegan burgers are finally going to stop hiding in the health-food freezers of grocery stores.
VegNews reports that Beyond Meat have begun selling their newest creation, The Beyond Burger, in grocery store refrigerated meat cases alongside similarly packaged ground beef, chicken, and pork products. That’s right, now those shopping for meat will have a vegan option easily accessible during their decision-making shopping time.
The company bills the burger as the world’s first plant-based burger that looks, cooks, and taste like ground beef. The 100% vegan, GMO, soy, and gluten-free patties are primarily comprised of pea protein. Seven years of research has blended canola, coconut, and sunflower oil give it a juiciness that carnivores often claim traditional veggie burgers are lacking. It’s got 20 grams of protein, so there’ll be no protesting it doesn’t hold up in that category, either.
Beyond Meat’s founder Ethan Brown explains that the meat counter placement helps introduce healthier, cruelty-free options to omnivores, with the website rolling out the “carnivores welcome” rug. Brown told VegNews, “A lot of people love to eat meat. What I’m doing is allowing them to eat more of what they love, more meat. It’s just meat from plants. That’s the only difference.” Whether or not vegans will want to near the dreaded meat counters is another story. No doubt many will already dislike how “life like” the pink-hued and oozing faux-meat slabs are.
The California based company competes with the recently buzzed about Impossible Foods burger, but relies on the meat-case marketing to set them apart. The Beyond Burger is currently available at one Whole Foods Market in Boulder, Colorado but is going to debut elsewhere on the East Coast soon. Will you try it?
Photo from Beyond Meat