UK supermarket chain Iceland has announced the launch of a new vegan burger.
The No Bull
Burger - crafted to 'bleed' just like 'the real thing' - will be available at
the UK frozen food chain from April.
Executive Chef Neil Nugent used ingredients like soy, beetroot, and paprika to create a patty which is similar to traditional animal meat - following the footsteps of similar realistic patties by the likes of Impossible Foods and Beyond Meat.
Beyond Meat, Iceland's goal is to appeal beyond the vegetarian and vegan market - with the UK's estimated
22 million flexitarians in mind.
He said: "We are trying to get those people who want to drop meat once or twice a week."
The Sun writer, meat-eater Harry Wallop, tried a
sample of the soon-to-be-released product, which can be cooked from frozen and
will cost just £2 per two pack.
He wrote: "The texture was chewy, like a real meat patty. And the flavour was
fascinatingly beefy - a very savoury taste."
omnivorous children were also impressed, and described the burger as 'tasty' and 'delicious'.