Nestle says its Awesome Herbal Burger is healthier than rivals

You should see the Awesome Burger reaching the cafeterias, grocery stores and restaurants later in 2019.

This could be a serious competitive threat for incumbents. While Beyond, Impossible and others have a leg up on the widespread availability of herbal burgers, Nestlé is much bigger. This can create a kind of ubiquity that would be difficult for almost everyone. This is not necessarily a problem for customers. If all goes well, Awesome Burger could both promote more aggressive development of meat substitutes and make it much more affordable – which could help anyone who wants to go from a meat-based diet.