Iceland is getting its teeth stuck into the vegan market with the introduction of the No Bull Burger (£2.00, 2 pack). Launching this April, the burger is the first meat-replicating vegan burger to hit supermarket shelves in the UK.
As Flexitarianism rises and shoppers begin to take more interest in the contents of their baskets, more of us are turning to meat free meals. But as food innovation develops we needn’t miss our favourite dishes as vegan substitutes are now as good as the real thing.
Iceland’s No Bull Burger draws inspiration from the ‘meat lookalike’ burgers from companies such as Impossible Foods and Beyond Meat, who are making waves in the US for their unmistakably meaty consistency.
Iceland’s vegan burger was created using a soya bean base to produce a meaty taste and texture, as well as beetroot powder for a realistic colour.
Neil Nugent, Head Chef at Iceland, said: “We pride ourselves on food innovation and always love a challenge in the kitchen. After seeing the popularity of these vegan burgers in America, we were inspired to create the No Bull burger, which is perfect for UK freezers.”
“We’ve tested different textures and recipes in order to create the perfect no-meat meaty burger. You’d really struggle to tell the difference, it grills just like a regular burger so is brilliant for BBQ season this summer.”
Iceland’s No Bull Burger went on sale yesterday in store and online at £2.00 for a pack of two.