Aldi unveils own-label plant-based burger

  • Print
  • Share
  • Comment
  • Save

Aldi burger

The discounter has launched a cut-price alternative to the Beyond Burger

Aldi has hopped on the Veganuary bandwagon with the launch of a new meat-imitating burger.

The discounter said its own-label Meat Free Butcher Quarter Pounders (rsp: £2.49/two-pack) would appeal to vegans and meat-reducers alike.

The vegan burger’s key ingredient is soya protein, processed to look, taste and ‘bleed’ like a beef burger due to the addition of beetroot. Hailing the SKU as “the most meat-like but meat-free quarter pounder on the market”, the retailer said the chilled patties successfully replicated the taste of a beef burger.

Plant-based decoded: The Grocer to host free webinar

It would rival competitors like the pea protein-based Beyond Burger and Vivera’s Veggie Quarter Pounder with its competitive price point, at £2.99 less than Beyond’s £5.50 rsp, it added.

Aldi has been developing its plant-based burger recipe for a year, aiming to capture a smoky flavour it felt was often lacking in meat substitutes.

It comes after the retailer rolled out a raft of vegan NPD at the beginning of the month to coincide with the start of Veganuary. Its Rainbow Vegetable Stew (rsp: £2.19) was unveiled on 2 January, containing four of the recommended 5 a day servings of fruit and veg, while it also brought back its single-ingredient bean spaghetti range to its special buy aisles.

Its plant-based range also contains a host of ready meals under its exclusive Soulful pot brand, in addition to Hellman’s Vegan Mayo.

Have your say

  • Print
  • Share
  • Comment
  • Save

DIRECTORY

The+Grocer+Directory

CLICK HERE to search for the products, services and companies you need in the definitive guide to the UK food and drink industry.

Grocer jobs Experts in FMCG

SmithCarey Recruitment Sales Director

Sales Director - SmithCarey Recruitment

Six figure basic + bonus, car & benefits
Search jobs

Need more than 5 subscriptions? Make your life easier with a Corporate Account. Find out more.

FOLLOW THE GROCER


-

 
Yes!I want to read more     CLAIM FREE TRIAL NOW
 
Sign up to a 30 day free trial
CLAIM FREE TRIAL NOW