Nestlé will begin selling its new plant-based burger in Europe this month, with plans to bring it to the States this fall. The Garden Gourmet Incredible Burger, first announced in January, will launch in Austria, Belgium, Denmark, Finland, Germany, the Netherlands, Norway, and Sweden. When it comes to the U.S., the burger will be marketed under the Sweet Earth brand, acquired by Nestle USA in 2017, and dubbed the Awesome Burger.
“These new burgers don’t compromise on flavor, texture and cooking experience,” Wayne England, head of Nestlé’s food business, says in a press release. “They underline Nestlé’s increased focus on tasty, authentic plant-based food.”
The burger is made with soy and wheat protein and colored with beet, carrot, and bell pepper extracts in order to create the look of a beef burger. It will be sold both frozen and fresh in Europe; only the fresh version will be marketed in the U.S.
While the Swiss food giant hasn’t commented on the name change for American consumers, in January, Food Dive highlighted the similarities between Nestlé’s product's name and the Impossible Burger which, alongside the Beyond Burger, is one of the most popular plant-based patties on the U.S. market today. Impossible Foods recently announced a partnership with Burger King with the launch of the Impossible Whopper earlier this month.
The plant-based meat sector continues to grow, with one recent FAIRR report finding that the plant-based protein market could reach $5.2 billion by next year. In September, the Good Food Institute offered $3 million in grants to further research for plant-based and cell-based meat.
Evidence in support of the health and environmental benefits of transitioning to a plant-based diet continues to pile up, with recent studies showing that plant-based foods may reduce the risk of heart disease and assuage symptoms of diabetes sufferers, not to mention reduce greenhouse gas emissions. An estimated 14 to 18 percent of human-caused greenhouse gas emissions stem from animal agriculture.