The campaign to expose the harmful, violent, and destructive reality of the animal agriculture industry.

The Awesome Burger is Nestlé’s answer to the plant-based meat craze

0

Its relationships and its broad product platform mean that Nestlé can ensure the Awesome Burger will, in some form or another, be everywhere: in restaurants, on grocery shelves and incorporated into frozen meals.

DANIELLE WIENER-BRONNER: At the Moss Landing facility, where factory workers crank out the wheat-gluten-based Benevolent Bacon responsible for the scent, changes are afoot. Nestlé is spending more than $5 million to renovate the facility, adding new equipment, more freezer capacity, “meat” smokers and more. Construction is underway, and soon employees will start making a slew of new products, including the Awesome Burger, Nestlé’s answer to the Impossible and Beyond Meat burgers.

The product, currently rolling out to retailers including Fred Meyer, Hy-Vee, Ralphs, Safeway, Stop & Shop and others, is hardly a breakthrough. Like Impossible and Beyond’s version, the plant-based burger is designed to cook, look and taste like real meat. And like Impossible and Beyond Meat’s products, a bite of the Awesome Burger patty, when topped with condiments, lettuce, tomato and onions and served in a moist bun, is a satisfying approximation of a real beef burger.

But the Awesome Burger is a big deal because it marks a turning point for fake meat. Impossible Foods has been around since 2011, Beyond Meat since 2009. The buzzy startups have been growing rapidly, with orders pouring in from Burger King, Dunkin’, Subway and Sodexo, which counts university and corporate cafeterias among its customers… Nestlé, on the other hand, is the largest food company in the world, according to Forbes. It has about 140 years on Beyond and Impossible. Its breathtaking scale dwarfs Impossible and Beyond…

Nestlé is a master of supply chains and a profit machine, unlike its younger competitors. Its relationships and its broad product platform mean that Nestlé can ensure the Awesome Burger will, in some form or another, be everywhere — in restaurants, on grocery shelves and incorporated into frozen meals. Nestlé is already partnering with McDonald’s on vegan patties in Europe — if that relationship extends to the United States, the Awesome Burger could be in the biggest burger chain in America’SOURCE…

RELATED VIDEO: