First 100% Plant-Based Steak Launches In More Than 400 Tesco Supermarkets On May 21st
Photos from Vivera
Dutch manufacturer Vivera, one of the founders of meat alternatives in Western Europe is set to become the first company in the world to bring a 100% plant-based steak to the market.
Europe’s largest supermarket chain, Tesco, will introduce the 100% plant-based steak on May 21st in more than 400 supermarkets.
In an announcement released earlier this week, the company revealed that it has already started production and expects to produce several million pieces of plant-based steak in 2018. Vivera has a current production of more than one million meat replacements a week, making it one of the three largest producers in Europe.
In June, several other large supermarket chains will follow in the Netherlands, and from the second half of 2018 Vivera will also sell the product in other countries in Europe, starting with the German, French and Italian markets.
Only plant-based ingredients like wheat and soy are used in the production. This allows both vegetarians, vegans, and flexitarians to enjoy this ground-breaking product.
“A large group of vegetarians, vegans, and flexitarians has been very interested in such a product for years. With the breakthrough of its market introduction and large-scale production, a large group of consumers can enjoy this very tasty plant-based product. The smell, taste, and bite can hardly be distinguished from real steak and we are convinced that this product will meet a large need of consumers,” stated Gert Jan Gombert of Vivera. “It is very important that we eat less meat, both for our own health, animal welfare, and for our planet. Innovative and high-quality plant-based products can make a significant contribution here.”
The development of plant-based steak in mass production fits in the growing popularity of healthy and high-quality meat replacements. Consumer interest in healthier and sustainable food is significantly increasing in many parts of Europe. As the world’s meat production is projected to double by 2050 according to Food and Agriculture Organization of the UN (FAO), the availability of meat alternatives becomes more relevant than ever before. Consumption of plant-based meat alternatives can significantly reduce the environmental impact, and the use of scarce resources like water and farmland.
The focus of Vivera is to establish a 100% plant-based product portfolio before the end of 2018. It currently offers more than 40 different meat alternatives.
Vivera is founding member of the Green Protein Alliance and co-founder of ‘Het Planeet’ (Platform Sustainable Proteins). Both organizations stimulate the protein transition from animal to plant-based proteins which improves human and animal health, along with the environment, and provides new market opportunities for all market parties in the value chain.