According to Live Kindly, last month Costco stores around Texas and the Midwest area began selling Awesome Burger patties, produced by Nestlé brand Sweet Earth, with the move going unnanounced. The burgers are being sold in bulk with each box containing six quarter-pound patties for $10.79.
The Awesome Burger, made with (allegedly organic) yellow pea protein, vital wheat gluten, along with coconut and canola oils, reportedly contains more protein and fiber and less saturated fat than beef. Its release was announced this June and it has been rolling out slowly since September.
Kelly Swette, CEO of Sweet Earth Foods, said: “The Sweet Earth Awesome Burger has a delicious, grilled beefy flavor, great texture, and juiciness, with the added benefit of plant-based fiber and protein. We’ve been making delicious plant-based proteins for more than eight years, so the Awesome Burger is a natural evolution of our work in this space.”
Sweet Earth, which was acquired by Nestlé in 2017, also launched Awesome Grounds this autumn, inkeeping with current market trends in the category and following the success of products such as Beyond Beef grounds. The company says the beeflike grounds deliver “the taste and texture of beef with the environmental and nutritional benefits offered by plant-based proteins, and a win for animal conscious consumers.”