The Nestlé subsidiary Garden Gourmet has sold more than five million burgers in Germany in the four months since its launch this April. This figure impressively underlines the high level of interest in plant-based products in Germany.
Garden Gourmet has announced the upcoming launch of Incredible Mince in October in Germany. The vegan innovation looks like raw minced meat, tastes just as hearty and juicy and can be shaped and prepared in the same way. At the same time, the Garden Gourmet Incredible Burger will be updated with a reported juicier and more convincing grilled meat flavour.
Garden Gourmet – a 100% Nestlé subsidiary – launched the Incredible Burger in Europe this April. The product is now is being added to the product range of the German food discounter NORMA after a test phase in more than 200 branches of the Fürth and Kerpen (NRW) branches. With the new plant product, NORMA is expanding its vegetarian and vegan range, which already comprises more than 180 products.
Big Food player Nestlé has announced it is looking to expand its sales partnership with McDonald’s outside of Germany for the Big Vegan TS Burger, which is produced by its Garden Gourmet brand. Nestlé also commented that it is seeking additional partners for distribution of the plant-based burger.
The German listing of Nestlé’s Incredible Burger in the grocery trade has the sales figures of the Garden Gourmet patty rise sharply, a few weeks after the start of sales, the company reports. “The demand is enormous. We have added an additional shift to production at short notice,” says Christian Adams, Head of Marketing at Garden Gourmet. The burger is currently listed at REWE, EDEKA, the hit stores, Tegut, Globus, Bünting & Bela. There are also around 1,500 McDonald’s restaurants offering Garden Gourmet Patties under the name Big Vegan TS. The Garden Gourmet Incredible Burger is offered as a double pack (226 g) at 3.49 euros (recommended retail price). The patty is completely vegan and consists among other things of soy protein, wheat protein, vegetable …
According to press releases from both McDonald’s and Nestlé, Nestlé’s Garden Gourmet vegan burger, the Incredible Burger, will be launched in German McDonalds from the end of this month. In Scandinavia, McDonald’s had already introduced a vegan burger. About a year ago,the head of McDonald’s Germany had announced that there would be no vegan burger.
Just one day after Burger King unveils their Impossible Whopper, Nestlé now break similar news. It was announced back in January plans to unveil a new plant-based “bleeding” burger in order to keep up with the current competition; the international conglomerate has today announced that the Garden Gourmet Incredible Burger will be launched this month in Europe, with the US to follow.
British grocer The Co-operative is the sixth-largest supermarket chain in the UK with more than 2,500 locations, and has more ethical leanings than most supermarkets. As part of its drive to keep up with the vegan explosion in the UK, The Co-op have announced the launch of an own brand “bleeding” vegan burger.
Big Food is slowly but surely cashing in on veganism. According to Bloomberg, Nestlé SA intends to use the global increase in veganism to their advantage and create a billion-dollar business out of plant-based products. The world’s biggest food company, whose ethics and practices are often seen as controversial, is making plans for a product called the Incredible Burger, to compete with popular products such as the Beyond Burger and keep up with the growing plant-based movement.