Today, Burger King has started serving vegetarian Whoppers in 25 countries, including Belgium and the Netherlands. To do so, the fast-food chain has appointed Unilever subsidiary "De Vegetarische Slager" (The Vegetarian Butcher) as its supplier.
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Fast food chain Burger King is going to bring two plant-based burgers to market throughout Europe: the 'Rebel Whopper' and the 'Rebel Chicken King'.
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Kentucky Fried Chicken has started a collaboration with Beyond Meat in order to create plant-based 'chicken nuggets' and 'chicken wings'. Almost all major fast-food chains have now developed a taste for meat substitutions.
Beyond Meat, a pioneer in ‘meaty’ plant-based products, is looking for new money: after a quarter of strong growth but with increasing losses, the American food brand brings new shares to the stock market.
At Tesco, real meat and meat substitutes will now be found side by side. The British supermarket chain has noticed that vegan is the biggest food trend of the decade, so they're launching a new meat counter where the two can be found next to each other.
Nestlé will be launching vegetarian burgers that could pass for the real deal in order to compete with the popular Impossible and Beyond burgers. However, the agricultural committee of the European Parliament believes they should be called by a different name.
Plant-based food is on the rise – even in the United States, where 48 % aims to eat more plant-based food. Consumers do prefer that term to vegan food, which sounds too strict and negative.
Consumers are ready, the technology is rapidly advancing and investors see the potential: meat replacement turnover will reach 4.2 billion euro worldwide by 2020. The major multinationals are now also on board.
Are vegans a growing group of consumers that need to be considered? Do supermarkets need vegan store formulas or sections? In any case, some careful attempts are made towards this trendy market.