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A major meat processor was ‘wrong’ to launch a vegan burger, according to a poll in major agricultural outlet Farmers Weekly.
‘The Real Deal’ patty, which is made from seasoned pea and soy protein, was launched in Asda and online under ABP’s new ‘Equals’ label. The burger, which comes in a packet that says ‘no meat. no compromise’, is aimed at both meat eaters and veggies/vegans.
‘Wrong to release vegan burger’
Writing about the new product, Farmers’ Weekly said: “The decision has met with a mixed reaction on Facebook and Twitter. Some critics have praised ABP for embracing alternative plant-based foods, whereas others have complained that it is wrong to call a meat-free burger a ‘burger’.”
The outlet shared a poll asking: “Was beef processor ABP right to launch a vegan burger?”
A significant 70 percent of respondents said ‘no’, with the remaining 30 percent answering ‘yes’.
Speaking about the launch, ABP UK Commercial Director Darren Jones said the company’s ‘core business is and will remain in beef’, adding that the brand ‘recognizes the growing demand for products that fit a flexitarian and meat-free lifestyle’.
“We are very excited about our first fresh brand launch into the meat-free category,” he said.
“As a business we have long invested in understanding market and consumer trends and we have a keen interest in exploring opportunities that provide consumers with choice.”