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Nestlé SA is refining the recipe for its veggie burgers after six months on the market in a context of increased competition for meat substitutes.
Garden Gourmet Incredible The burgers will be juicier and have a taste of grilled beef, announced Friday the giant of Swiss cuisine. Nestlé will launch next month an alternative to ground beef called Garden Gourmet Incredible Thin in Austria, Germany, Norway and Sweden. The soy product can be turned into meatballs and cooked like raw beef.
Nestlé President and CEO Mark Schneider is reorganizing its lean meat product offering as its emerging competitors, including Beyond Meat Inc. and Impossible Foods Inc., make their mark. He urged Nestlé officials to accelerate the development of products such as Incredible Burger and accept the risk of reworking.
Beyond the meat has stormed fast food and fast food in collaboration with Tim Hortons, Dunkin 'Donuts and Aramark. According to the manufacturer, the Impossible Foods burger is in nearly 10,000 restaurants, including White Castle, Red Robin and Burger King.
Nestlé started selling Incredible Burgers in Europe in April and aims to introduce this fall a version called Awesome Burger for the US market. The company declined to comment on the prospects of expanding its relationship with McDonald's Corp., which sells Incredible Burgers in Germany.
The incredible Burger has not yet reached the UK, one of the most promising markets for meat substitutes, according to Wayne England, head of Nestlé's food division. Nestlé has ended a test of other Garden Gourmet items in Britain with a customer he had not identified earlier this year and no longer sells the product line in the UK, according to a spokesman .
(Corrects to show that Nestlé has stopped selling Garden Gourmet products in the UK.)
To contact the reporter on this story: Thomas Mulier in Geneva at [email protected]
To contact the editors in charge of this story: Eric Pfanner at [email protected], John Lauerman, Jennifer Ryan
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