The Veggie Quarter Pounder has launched in the UK first

Vivera has launched what it claims is the “best vegan alternative” to an Aberdeen Angus burger currently available.

Its fresh Veggie Quarter Pounder launched into Sainsbury’s on 6 October (rsp: £3.50/226g). It is made with soya and wheat proteins, alongside sunflower oil, olive oil, red beetroot powder, potato and tomato powder.

The burger adds to the Dutch brand’s range of veggie burgers, which includes its original Veggie Burgers, Mushroom & Pepper Burgers, Vegan Fish Burgers and Beetroot Burgers.

The Veggie Quarter Pounder has launched in the UK ahead of Vivera’s other markets, as the brand did with the rollout of its plant-based steak in Tesco earlier in the year.

“We expect a large market potential for our Veggie Quarter Pounder due to its superior taste and structure,” said Vivera commercial director Gert Jan Gombert. “The smell, taste and bite can hardly be distinguished from an Aberdeen Angus beef burger.”

“For a growing group of consumers the benefits of eating less meat is key. British retailers and consumers are on the forefront of adapting high-quality meat alternatives. Innovative and high-quality plant-based products can make a significant contribution to a more balanced diet towards more plant-based proteins.”

Vivera currently produces more than one million plant-based products each week, with its 40-strong product range on sale in 23 countries across Europe.

The move could enable the brand to steal a march on Beyond Meat, which delayed the planned August launch of its Beyond Burger until the autumn amid fears it would be unable to meet demand for the much-hyped US product.