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Nestlé’s Incredible Burger Now Arrives in Europe

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.

The Incredible Burger will debut from this April, first in Austria, Belgium, Denmark, Finland, Germany, The Netherlands, Norway and Sweden. In the Autumn, the brand is to introduce plant-based burger in the United States under the Sweet Earth brand, customized for the American consumer, under the name The Awesome Burger.

Wayne England, the head of Nestlé’s food business, said: “These new burgers don’t compromise on flavor, texture and cooking experience. They underline Nestlé’s increased focus on tasty, authentic plant-based food. We believe this trend is here to stay, as consumers look at different ways to enjoy and balance their protein intake and lower the environmental footprint of their diets.”

The Garden Gourmet Incredible Burger is 100% plant-based, with natural protein from soy and wheat. Natural plant extracts – beetroot, carrot, and bell pepper – help create the look of a beef burger before, during, and after cooking. The burger will be found in the chilled or frozen aisle, complementing Garden Gourmet’s existing range of products.

The new burgers allow even consumers who are reducing their meat intake to enjoy a burger that “hardly differs from a traditional burger” according to the firm, who claims that product also makes “the sizzling sound of a regular beef burger during cooking.”

As Wayne England added: “We’re proud of our ability to make healthy and sustainable food accessible to everyone through our trusted brands. This includes plant-based food products under our Garden Gourmet range in Europe and the Sweet Earth brand in the U.S.



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