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.
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."
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."
Wallop’s omnivorous children were also impressed, and described the burger as 'tasty' and 'delicious'.
Emily Court is a passionate ethical vegan from Eastern Canada. She is a Challenge 22 Mentor, Digital Writer, and experienced animal advocate driven by issues of animal liberation and social justice. She studied at Dalhousie University, where her thesis highlighted intercultural and gender relations. She is an established public speaker, writer, and world traveller with a drive to provide a voice to those who might not otherwise have one. You can follow her on Instagram @emily.j.court.
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.
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