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UK supermarket chain Iceland has announced the launch of a new vegan burger.

The No Bull
Burger – crafted to ‘bleed’ just like ‘the real thing’ – will be available at
the UK frozen food chain from April.

Flexitarians

Executive Chef Neil Nugent used ingredients like soy, beetroot, and paprika to create a patty which is similar to traditional animal meat – following the footsteps of similar realistic patties by the likes of Impossible Foods and Beyond Meat.

Much like
Beyond Meat, Iceland’s goal is to appeal beyond the vegetarian and vegan market – with the UK’s estimated
22 million flexitarians in mind.

He said: “We are trying to get those people who want to drop meat once or twice a week.”

‘Delicious’

The Sun writer, meat-eater Harry Wallop, tried a
sample
of the soon-to-be-released product, which can be cooked from frozen and
will cost just £2 per two pack.

He wrote: “The texture was chewy, like a real meat patty. And the flavour was
fascinatingly beefy – a very savoury taste.”

Wallop’s
omnivorous children were also impressed, and described the burger as ‘tasty’ and ‘delicious’.

Emily Court

Emily Court is a writer and content creator published in Plant Based News, Raise Vegan, Living Vegan and The Financial Diet. A self-described "recovering vegan hothead," she is now a pragmatic member of Vancouver's vibrant and growing plant-powered community. Hailing from Halifax, Nova Scotia, she holds a BA in Spanish and certificate in Intercultural Communication from Dalhousie University, where her thesis focused on topics of cultural and gender-based discrimination....