US meat-free business Beyond Meat has launched its first vegetarian burger, seeking to emphasise the level of protein in the patty and the fact it is gluten free.
The Beast is made with pea protein, which gives it 23g of protein, and does not contain wheat, making it gluten-free, Beyond Meat said.
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Beyond Meat provided data to just-food it claimed outlined the content of a range of burgers on the market.
Comparing burgers of 113g in size, Beyond Meat said, for example, a soy-based Boca All American Classic patty would also contain 23g of protein, Gardein Ultimate Beefless or Garden Veggie burgers – made with wheat – would contain 21g and a mycoprotein Quorn Classic burger would have 15g.
"The target is health and fitness-minded individuals, [which] skews male, who seek products that offer enhanced nutrition and performance," the company said. "The Beast is pea-protein powered performance patty that’s like having a protein shake on a bun. A typical veggie burger seen as an alternative or a substitute. A beef burger is loaded down with animal fats and cholesterol. The Beast is the only burger that gives you both the satisfaction of eating a burger while giving you a nutritional profile like a protein shake."
The burgers are available at Whole Foods Market, Sprouts Farmers Market and Safeway stores. They are sold as two quarter-pound Beast Burgers or six 1.3 ounce Beastly Sliders for US$5.99.
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By GlobalDataIn a statement, Ethan Brown, CEO and founder of Beyond Meat, said: "A typical veggie burger is thin on protein and loaded down with wheat."
