Breakthrough Vivera plant burger to launch in UK through Sainsburys

Vivera, the fastest growing producer of plant-based meat alternatives in Europe, has just announced the introduction of the highest quality 100% plant-based hamburger. Vivera claims to have achieved the highest quality vegan hamburger currently available.

Sainsbury's will be the first to sell the fresh (uncooked) 'Veggie Quarter Pounder' from tomorrow, 6 October.

Earlier this year Vivera introduced the world's first 100% plant-based steak. Since then more than 1 million pieces in Europe have been sold. The fresh 'Veggie Quarter Pounder' is the newest addition to the product range of Vivera, which already consists of more than 40 meat alternatives. Vivera is one of the largest manufacturers of meat-free products in Europe.

The 'Veggie Quarter Pounder' is made entirely with plant-based ingredients. This makes the product suitable for vegetarians, vegans and any consumer enjoying a flexitarian diet. Initially Vivera's 'Veggie Quarter Pounder' will be sold in a selection of Sainsbury's supermarkets in the UK. Vivera is currently rapidly scaling up its production to meet the expected large demand in the UK.

Vivera aim was to mimic the famous Aberdeen Angus beef burger. They've strived to produce a burger so tasty, so close in texture and appearance that any carnivore would be satisfied. Frying achieves a prefect sizzling exterior whilst staying tender in de the middle. Nutritionally, the burger is high in protein and is a source of fiber, iron and vitamin B12.

It will be sold under the Vivera brand name, initially as an exclusive to Sainsbury's. Distribution and sales will go to Vivera's exclusive UK partner Winterbotham Darby which successfully introduced the Vivera brand into the UK in 2017.

Gert Jan Gombert, commercial director of Vivera, said, 'We expect a large market potential for our 'Veggie Quarter Pounder' due to its superior taste and structure. The smell, taste and bite can hardly be distinguished from an Aberdeen Angus beef burger. We are convinced that this product will meet a large need. For a growing group of consumers the benefits of eating less meat is key.

'British retailers and consumers are on the forefront of adapting high quality meat alternatives. Reason for us to have our worldwide introduction here. Innovative and high-quality plant-based products can make a significant contribution to a more balanced diet towards more plant-based proteins.'