A plant-based burger made from beans and seeds, and described by its creator as a 'breakthrough', has been met with 'exploding demand'.
The 'Organic Plant-Based Raw Burgers' by Don Lee Farms - a family food company based in California - were launched in US chain Costco near the end of February. According to the producers: "The burger 'bleeds' organic beet juice and sizzles on the grill from organic vegetable-based fats just like beef."
In less than 60 days, one million of the patties have been sold, making it the fastest growing product in its category.
Donald Goodman, President, Don Lee Farms, said: "Interest in our Organic Plant-Based Burger has just exploded. We are just keeping up with demand and are implementing plans to expand distribution every week.
"The fact that our Organic Plant-Based Burger is made with plants and not with science has resonated with people.
"No one wants to eat a burger hidden with artificial or modified ingredients if they have the choice. They want natural. They want organic. They want real."
Goodman added that selling a million of the burgers so quickly has exceeded everyone's expectations.
He said: "The excitement around this burger has been overwhelming.
"We are now expanding availability in club stores and will be introducing the burger in restaurants and other retail markets in the upcoming months."