A major meat processor was 'wrong' to launch a vegan burger, according to a poll in major agricultural outlet Farmers Weekly.
'The Real Deal' patty, which is made from seasoned pea and soy protein, was launched in Asda and online under ABP's new 'Equals' label. The burger, which comes in a packet that says 'no meat. no compromise', is aimed at both meat eaters and veggies/vegans.
Writing about the new product, Farmers' Weekly said: "The decision has met with a mixed reaction on Facebook and Twitter. Some critics have praised ABP for embracing alternative plant-based foods, whereas others have complained that it is wrong to call a meat-free burger a 'burger'.”
The outlet shared a poll asking: "Was beef processor ABP right to launch a vegan burger?”
A significant 70 percent of respondents said 'no', with the remaining 30 percent answering 'yes'.
Speaking about the launch, ABP UK Commercial Director Darren Jones said the company's 'core business is and will remain in beef', adding that the brand 'recognizes the growing demand for products that fit a flexitarian and meat-free lifestyle'.
"We are very excited about our first fresh brand launch into the meat-free category," he said.
"As a business we have long invested in understanding market and consumer trends and we have a keen interest in exploring opportunities that provide consumers with choice."
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.Reuse this content
Maria is the Editor of Plant Based News. A former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers. She was previously the editor of Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.
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