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An herbal patty that could convince as meat? A year ago again, while most of us still thought that "vegetarian burgers" were flat discs made from mushrooms or black beans, such a creation still resembled the science fiction of tomorrow.
But the summer has been hot in the world of vegetable protein, the major brands of artificial meat winning almost every week big contracts, which have generated media coverage and international discussion on the trend to come.
In short, without meat, it's having a moment. And the stakes are high: the key architects of this movement are behind billions of dollars in value behind the scenes, fueled by product innovation, strategic partnerships with the brand, and growing consumer demand.
More recently, Impossible Foods and Burger King announced the national launch of the Impossible Whopper, adding more than 7,000 points of sale to some 10,000 restaurants already serving the brand's meat substitute (White Castle, Red Robin and Cheesecake Factory). , for example). Nationwide expansion following a successful test and manufacturing contract to address shortages and scale of production gives Impossible a valuable and leading visibility as it launches for the first time in supermarkets this fall.
Beyond the meat
The main rival, Beyond Meat, has added Dunkin 'and Subway to his list of teams, expanding his business to breakfast and hamburger-free sandwiches. The Los Angeles-based company, with a valuation after the IPO of $ 12 billion, more than tripled its revenue in the second fiscal quarter (and its revenue prospects increased by $ 30 million) ), according to his report on the results. By getting rid of beef substitutes, the brand is tackling more items, such as fake bacon as a potential next offering.
These competitors are praising their meat qualities and attracting interest from investors such as Bill Gates, Jay-Z and Serena Williams, as well as signing fast paced agreements with grocery stores, meal kit services theme, stadiums and places of relaxation. restaurant and fast food chains.
"The Tesla model"
Vegetarian hamburgers, whether prepared with mushrooms, kale, black beans or tempeh, have been available for decades in supermarket freezers, specialty stores and restaurant menus. Even fast food restaurants have offered Dr. Praeger's meatless pies, MorningStar Farms and other brands, although this is primarily a nod to a vegetarian option.
"Often, it was there to check a box," said Zak Weston, food services expert at the Good Food Institute, a non-profit organization. "It sounded like an afterthought, and consumers assumed it had a taste for it."
Impossible foods
Restaurants led by chefs such as Momofuku in New York and Jardiniere in San Francisco have added Impossible burgers in 2016, which Weston calls "the Tesla model," which is to go into the high-end with influencers and adopters early. .
It did not take long for the trend to spread in other restaurants, as product quality improved and consumer demand increased.
"On the supply side, herbal alternatives have begun to replicate the entire sensory experience of meat," said Weston. "So there is a new type of product on the one hand, and consumers reducing red meat and animal protein in their diet on the other. These are two major trends that intersect. "
The brands of faux-burgers, he said, have followed the same path as alternative dairy products, such as soy and nut milks. Formerly niche products intended almost exclusively for lactose intolerant, dairy substitutes have gradually integrated into their aromas, positioning, packaging and marketing.
"It's a similar gaming book," said Weston, noting that herbal burgers now held 3.5% of the market, on all fast food burgers. "It's important and growing."
All about access
Burger King administrators could make the Impossible Whopper a permanent menu (it's a limited article now) and say they're considering other Impossible products. Although there are still some problems to be addressed before this happens, such as the statement that the impossible Whopper is not 100% vegetarian since it is cooked on the same broilers as meat patties and chicken products.
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