Tesco to Launch World’s First Store-Bought Vegan Steak in Over 400 Stores

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Vivera has created an entirely plant-based steak. Europe’s largest supermarket chain, Tesco, will be the first to sell the innovative vegan product in more than 400 locations across the UK.

According to a press release, the business has noted a “strong growing international demand for plant-based products.”

As of June this year, several other large retailers will begin selling the “groundbreaking” vegan steak. The item is expected to appear in the Netherlands, Germany, France, and Italy later this year.

Vivera has begun production of its new meat-like, yet meat-free, product and expects to put out several million items this year.

Gert Jan Gombert of Vivera said, “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.

Gombert added, “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 press release highlighted that since the world’s meat production is expected to double by 2050, the prevalence of plant-based meat products is more important than ever. “Consumption of plant-based meat alternatives can significantly reduce the environmental impact and the use of scarce resources like water and farmland,” it said.

Each week, Vivera produces more than one million plant-based food products — including schnitzels, burger patties, plant-based fish, and vegan chicken — making the company one of the largest producers in Europe. Vivera uses soybeans, lupine, chickpeas, fresh vegetables, and beans to make its products. The brand currently offers more than 40 different vegetarian and vegan meat products which are available at around 25,000 supermarkets across the globe.

Vegetarian and vegan meat products are now considered mainstream, according to a recent report. In fact, the global plant-based meat market is set to exceed $6 billion by 2023.

Vivera’s new vegan steak product will be available in Tesco stores as of May 21.

Image Credit: Vivera