Plant-based protein producer Quorn has produced an Ultimate Burger that bleeds on the plate like meat, which will be on sale in British supermarkets from 8th April.
Quorn, a world leader in alternative meat production, last November told Vegconomist that it had invested £150 million to allow expansion and produce of 1.33 million units of Quorn products per week to meet growing consumer demand, equal to the meat of 1,600 cows. The company saw its sales soar by 16 per cent between 2017-18 to £205 million.
The Ultimate Burger is a thick cut quarter pounder and features beetroot juice to make it bleed. This new line is part of an expansion that includes others such as the Deli range and fishless cod fillets. Quorn Foods Chief Executive Kevin Brennan has stated: ‘We are investing in these uncertain times because we see long-term growth in the sector, particularly in the US, Australia and Asia. We see decades of growth ahead of us as consumers respond to growing environmental concerns around meat production.’
Alex Glen, Marketing Director at Quorn Foods, said in a statement sent to Plant-Based News: ‘We’re now seeing the majority (52 per cent) of people in the UK meat reduce. With this launch, we believe we can drive penetration of the meat-free category, by appealing to meat reducers, vegetarians and vegans alike with an innovative product that truly delivers on key attributes of taste, texture, and appearance.’