The product is plant-based (Photo: Plantebevægelsen) - Media Credit:

Innovative ‘Bleeding’ Plant ‘Meat’ To Hit 600 Shops In Denmark

By

2 Minutes Read

A highly-anticipated plant-based meat alternative will hit the shelves in 600 Danish Supermarket stores in January next year.

The product – Naturli’Hakket – is made from soya and wheat protein, beetroot, tomato, and coconut oil.

Company Naturli’ has been working in the plant-based sector for 30 years and has mainly specialized creating dairy alternatives.

Beyond Meat

The product was created by Henrik Lund – Director of Naturli’ – who admits he was inspired by Beyond Meat.

Lund wanted to collaborate with the US brand, but when it was too busy, he decided to work on his meat alternative alone.

The development process took around a year. Lund says the combination of soya and wheat protein and coconut oil gives the product ‘structure and fat marbling’.

He adds: “In addition to that…we added beetroot to give it a red color, which also makes it ‘bleed’ a bit of red juice. 

“It does not taste like minced beef – but it tastes crazy good.”

Alternative

According to Lund: “I was at [a branch of] Danish Supermarket when an old acquaintance in meat purchases asked ‘when are you going to make a vegetable-based alternative to minced beef?’

“I told him we were making two steaks, but he was not interested. 

“If, on the other hand, we could make a product that tastes good and can do the same as minced beef, they would fit in the fridge.”

Climate

While he hasn’t yet calculated the exact climate impact of the product, Lund says it is more environmentally-friendly than meat.

He adds: “We are very aware of where our raw materials come from and what climate impact we have. 

“We will share how many liters of water you save by using our product instead of beef, but we do not have the exact calculation yet. 

“However, I can say that the climate load is significantly less by choosing plant-based versus animal.”

Edge

Retail specialist Bruno Christensen, who has more than 50 years of experience in the field, believes the product will give the stores an edge.

He says: “This is an innovative initiative, and it gives the Danish Supermarket a clear competitive advantage, as long as the brand can be alone offering such a product to customers.

“You want those consumers who are basically ‘cheating’ by eating it. The biggest group is those who are first skeptical. 

“But once they feel that the taste is ok and it is a healthier product , the number of users will increase.”

READ MORE:

BREAKING: Government Drafts New UK Welfare Law After Animal Sentience Row

‘Meat Tax Is Inevitable – And Could Happen Within 5 Years ‘ Reports The Guardian

Meat Industry Calls ‘Assault by Demon Vegans’ Major Challenge For 2018

Millions around the world trust Plant Based News for content about navigating our changing planet & our role in it.

Our independent team of journalists and experts are committed to making an impact through a wide range of content—and you can help by supporting our work today.

heading/author

The Author

Maria Chiorando

Maria is the former editor for Plant Based News. She has been a newspaper reporter and features writer. Her work has been published by The Guardian and The Huffington Post, among others

More by Maria Chiorando iconography/arrow-right

heading/comments

Leave a Comment

Plant Based News Comment Policy

In short:- If you act with maturity and consideration for other users, you should have no problems. Please read our Comment policy before commenting.

Comments are closed.

buttons/scroll-to-top/scroll-to-top-small-active