Rather than creating a vegetarian or vegan product, the network’s goal is to launch a sandwich aimed at the general public.
The fast-food chain Burger King launched a new vegetable burger. ‘Rebel Whopper’ was created in partnership with Marfrig and the American Archer Daniels Midland Company (ADM).
It is the first Brazilian company to commercialize the vegetable hamburger developed through the agreement between Marfrig and ADM.
The products will initially be available at Av Juscelino Kubitschek’s restaurant in Sao Paulo. From September 10, it will be sold in the 75 stores of the capital. In October, the sandwich arrives in the state of Sao Paulo and Rio de Janeiro and, in November, in all 800 chain stores.
More than creating a vegetarian or vegan product, the network’s goal is to launch a sandwich aimed at the general public. “The vegetarian audience has grown all over the world, but this is also a meat product but seeks alternatives on some days of the week,” says Ariel Grunkraut, director of marketing and sales for Burger King.
“It’s a 100% herbal hamburger, grilled on the fire as a barbecue,” says Iuri Miranda, president of Burger King. The grill is also the same one already used in the preparation of sandwiches with meat. Bread, cheese and mayonnaise also contain ingredients of animal origin.
The snack is tasty, although not identical to the meat option. The taste from the grill preparation remains, but the color is a little lighter and the texture slightly softer. It is a good alternative for those who want to vary.
The hamburger has about 20% less calories and 35% less total fat. The combo, with chips and soda, comes out for $ 29.90, average price of other sandwiches.
Executives have not opened the ingredients that go into hamburger, other than soy, but say they are 100% natural and not transgenic.
The network already has a vegetarian product, Veggie, but it is “a niche product” and should not be affected by this news, says the president.
Brazil is the third country to receive an herbal product from the company after the United States and Sweden. According to Burger King CEO Iuri Miranda, it is the country where the brand acts most receptive to this type of product. About 70% of consumers said they would probably or most likely buy a vegetable burger in a survey by the brand.
The United States was the first country to receive a plant-made Whopper. The launch, Impossible Whoppers, was made in partnership with Impossible Foods, a California startup created in 2011 in the San Francisco region. Its mission is to “save meat and the world” by producing foods as tasty as meat and cheese without the need for their natural generators.
“Using animals to produce meat is prehistoric and destructive technology,” the company says on its website.
Already in Brazil, the manufacturer of the disc for the snack is Marfrig, which has a daily slaughtering capacity of 32,000 head of cattle. The net revenue of the refrigerator was 41.4 billion Reais in 2018.
Agricultural processor ADM, which developed the technology in partnership with Marfrig, operates soy processing at nine facilities and has 13 feed production units, a soy protein factory in Campo Grande (MS) and produces natural extracts and components.
Rebel Whopper is exclusive to the fast food chain, but Marfrig is working on other retail and food service products. “It is a product that will occupy an important space in our portfolio,” says Marring’s president for South America, Miguel Gularte.
Brazilian version of the hamburger that mimics meat:
Made from peas, soybeans and chickpeas, “Future Burger” hits markets in May.
Pea, soy and chickpeas; the trio worthy of a reinforced salad is the basis of a new vegetable burger that wants to please even carnivores. The beet turns red, imitating blood.
The novelty is produced by the Farm of the Future, focused on the production of vegetable protein and led by businessman Marcos Leta, founder of the Good juices. The product will reach the market with a suggested price of around R $ 16.99.
It was developed in partnership with the NGO The Good Food Institute (GFI), which promotes alternatives to conventional meat, eggs and dairy products.