German discount supermarket chain Lidl is set to launch a vegan burger called the Next Level Burger.
The fresh plant-based burger will be sold under Lidl’s own Next Level Meat brand. The patty is made of pea, soy, and wheat protein. Like the Beyond Burger, it features beetroot juice, which helps it to “bleed” like meat does. Also like Beyond Meat’s burger, it contains 20 grams of protein.
Jan Bock, Purchasing Manager at Lidl Germany, acknowledged in a statement the public’s rising preference for plant-based meat. Bock also noted vegan food’s expanding position in the food market. Data released by The Good Food Institute and the Plant Based Foods Association found that plant-based meat sales are outpacing animal-based meat, with vegan meat sales growing 10 times faster than their counterpart. The research also unveiled that U.S. retail sales of vegan food increased 11 percent in the past year while the total U.S. retail food market only grew by 2 percent.
Lidl’s Next Level patties are offered at an “unbeatably low Lidl price,” Bock said. The Next Level Burger costs €2.99 for a pack of two, whereas the Beyond Burger sets shoppers back around €5.
Bock added that because the patties are produced in Germany, Lidl can guarantee product availability. The local production of the item also helps lower greenhouse gas emissions linked to transport routes.
Vegan Food at Lidl
Vegan food has proved popular at Lidl in the past. When the Beyond Burger launched at the discount chain earlier this year, it sold out almost immediately.
Lidl’s vegan range goes further than burgers. The chain also offers vegan Spanish omelettes. The egg-free, gluten-free omelettes are made with chickpeas and onion. They’re available in Lidl’s Spanish locations and are being sold under Lidl’s own-brand label My Best Veggie which, according to Lidl’s website, is “aimed at everyone,” not just vegans and vegetarians.
In the UK, Lidl offers two plant-based pizzas under its own-brand name Trattoria Alfredo. The Vegan Bruschetta is topped with red onion and tomato and the Pizza Veruda includes spinach, tomato, and mushroom. Both pizzas are topped with dairy-free mozzarella.
The vegan Next Level Burger will be available at 3,200 Lidl stores in Germany from August 1.