Vivera, the Dutch producer of vegan and vegetarian products, has developed a vegan steak. It will be offered in retail outlets from May 21st by the British supermarket chain Tesco.
Vivera has begun production of the 100% plant-based steak alternative, which should not be inferior to the original meat in taste, smell or consistency. According to its data, the company currently produces about one million vegan steaks a week and is aiming to produce several million by 2018 due to increased demand. This makes Vivera one of the three largest producers of meat substitutes in Europe.
The company has a rather impressive history, as Vivera has been producing vegan and vegetarian meat alternatives from raw materials grown sustainably on Dutch soil since 1990. Most of the products are soy-based. However, lupins, chickpeas, fresh vegetables and beans are also used in the production process. The range already includes more than 40 products which are available in 23 European countries and around 25,000 supermarkets.
Europe-wide introduction by British supermarket chain Tesco
The British supermarket chain Tesco will offer the plant-based steak in more than 400 stores from May 21st. Several large supermarket chains in the Netherlands are to follow by June 2018. Vivera also plans to expand its distribution to other European countries such as Germany, France and Italy in the second half of 2018.
Gert Jan Gombert of Vivera says, “Many vegetarians, vegans and flexitarians have been very interested in this type of product for years. Following the success of its launch and mass-production, many consumers will be able to enjoy this tasty plant-based product. The smell, taste and consistency are almost indistinguishable from real steak and we are convinced that this product will satisfy great consumer demand. It’s very important that we eat less meat – for our health, for animal welfare and for the planet. Innovative and high-quality plant-based products can make a significant difference in this regard.”