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The producer of a ‘breakthrough’ vegan steak has revealed it has increased production before it rolls out across Europe.

The steak from Vivera almost sold out after its UK launch in Tesco with 40,000 units being sold within a week.

In statement to Plant Based News, the company said the product will launch in Dutch retailers like Albert Heijn and JUMBO Supermarkten and Carrefour in Belgium on June 11.

Demand

The company added: “Vivera also foresees high demand in other European countries and is busy increasing production.”

The product, which is described by its creators as being ‘barely distinguishable from real steak’ in its taste, texture, and smell, launched in the UK on May 21.

According to the brand, it will start selling the steak in Germany, France and Italy in the second half of 2018.

An advert for the product

‘Overwhelmed’

In his statement to Plant Based News, Gert Jan Gombert, of Vivera, said: “We are overwhelmed by the great success of the 100 percent plant-based steak. Within a few days the first delivery of 40,000 items is nearly sold out. The sales could have been much larger, some supermarkets were sold out within a day.

“The consumers in England are almost without exception very enthusiastic about the taste and texture of the steak. The hashtag #Vivera almost exploded on Instagram.

“This ground-breaking product has also received a particularly positive reception from professional critics. We will do our utmost to meet market demand as much as possible by increasing our production faster than planned.”

Maria Chiorando

Maria is the editor of Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle.