Iceland's much-anticipated No Bull Burger has outsold its Wagyu beef counterpart, according to a report by The Guardian.
The patty, which the store says was crafted to 'bleed' just like 'the real thing' was launched in the frozen food chain in April.
The Guardian said: "Iceland is also rapidly expanding its vegan range after its meat-free No Bull burgers outsold their wagyu beef counterparts so far this year, while sales of its vegetable-based food have risen by 10 percent over the past 12 months."
No Bull Burger
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.
Much like 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."
Iceland is not the only UK supermarket to capitalize on the plant-based market. Upmarket retailer Waitrose recently launched a dedicated vegan section in response to consumer demand.
Chloe Graves, Waitrose Chilled Vegetarian and Vegan Buyer, said: "Our current selection of products has been selling really well week after week, with requests for more choice coming from our customers and partners, so we could clearly see there was an appetite to have more vegetarian and vegan options in our shops.
"Increasing our range builds on the work we did last year to increase choice for our customers in this area. We are working with some fantastic exclusive brands to ensure our shoppers have a really unique selection of food to choose from."