06 Jun 2019
Pea-protein burger wants to challenge the Beyond Burger and Impossible Burger for growing US market
Nestle is on the verge of launching a rival to the Beyond and Impossible Burger in the US, with the company's Awesome Burger expected to become available at retailers, restaurants and universities this autumn.
The Awesome Burger has been developed through its Sweet Earth brand, which Nestle acquired in 2017, and will use pea-protein to substitute for meat like its rival the Beyond Burger.
“We just felt for the U.S. market, pea protein is really trending and is popular for a variety of reasons, one of which is that it’s an extremely sustainable crop,” Sweet Earth co-founder Kelly Swette said.
Nestle is not the only Big Food brand eyeing up the lucrative plant-based substitute space, with Tyson Foods focusing on their own meatless burger, and Unilever acquiring the Vegetarian Butcher. Similarily Kellogg's Morningstar Farms brand is planning on being completely plant-based by 2021.