The Grocer’s New Product Awards 2022: Vegetarian

Winner – Rustlers Meatless Maverick Classic Burger

The first ‘meat mimicking’ product from the Rustlers brand scored a home run with our judges. The Meatless Maverick is made with pea protein and aims to mimic the brand’s bestselling quarter pounder, complete with signature sauce.

“It makes a great addition to the vegetarian category,” said our judges, with a “moist burger” and a “robust bun that doesn’t go soggy”. Its “appealing flavour and texture” is of such quality it may even fool some hardened meat-eaters, judges added, while its ultra-convenient format recognises that “those reducing meat intake are just as hungry for easy options when they’re short on time” as meat-eaters.

Tailored to its target audience of those that want “easy swaps for their favourite products”, this vegetarian burger does a “great job” of helping consumers make behavioural shifts with minimal effort.

Highly Commended: Pep’d Up Vegerami Chick’nless Bites

Finalists:

• Paxo Veggie Fillers
• Vegerami Three Pack Sticks

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