The cure for the Beyond Meat US-based crop burger is to make its hotly-anticipated UK Tesco retail debut on Monday after it was delayed by delivery issues.
The Beyond Burger, the company's leading vegan-friendly product, sold out after the release of May 2016 in the United States, will be delivered alongside regular freshly-cooked biscuits in more than 350 major British supermarket branches.
The product, which costs £ 5.50 for two packs, was scheduled to arrive in Tesco in August, but its launch was postponed after huge demand in the United States was forced to ship to the UK. Now the food can also order 30 glasses in the restaurant "Honest Burger", following a successful experiment, and All Bar One's 56 stores.
Unlike the controversial "laboratory-grown" meat produced in the United States, the Beyond Burger is made entirely of plants, not used in the production of animal stem cells and not tested on animals. Each contains 20g of peanut protein, coconut oil, potato starch, and used beetroot juice to sift or "bleed" a fleshy red hue.
"We are seeing an increasing global demand for tasty vegetable proteins and are excited to serve this demand in the UK with the revolutionary Beyond Burger," said Seth Goldman, Beyond Meat Manager. "Using our innovative trading approach in the UK, Tesco will sell Beyond Burger chilled meat along with animal proteins."
The move comes after manufacturers, supermarkets and restaurants are excited to attract the rapidly growing vegan market, which is expanding, with more British food being sweetened for health or ethical reasons. In the United Kingdom, there are about 22 million "fleksitarians" – those who like meat but want to reduce their consumption. According to a study by Waitrose this month, a third of British people have now stopped or reduced meat eating. In October, scientists reported that in order to avoid dangerous climate change, it is essential to reduce meat eating, including a 90% reduction in beef consumption in Western countries.
"The Beyond Burger has been one of the most anticipated annual food releases, and we believe that this fantastic tasting patty will be a real changelist for anyone considering going to vegan or trying a flexible diet," said Martin Dobles, Tesco's head coach of food. The most common reaction from those who have tried it is that they can not believe that it is made from plants. "
In the United Kingdom, Beyond Meat announced strong growth in the United States, which includes Bill Gates and Leonardo DiCaprio among investors. The Beyond Burger is designed to look, cook and taste the same way as beef, and is sold in over 10,000 grocery stores across the U.S. and is available in more than 10,000 restaurants.
But the effects of the global food industry are huge. The beef and veal industry in the United States has made a request for the exclusion of products of animal origin from the definition of meat, while in France the law prohibits vegetarians from calling their products from sausage, dill or bacon.