Brazilian meat giant Marfrig Global Foods is launching Revolution, a plant-based ‘meat’ brand, in foodservice outlets in its home market.
The first product is a “gourmet hamburger” known as the Revolution Burger, which will debut on the menus of Outback steakhouse in Brazil. Next year, Marfrig plans to roll out the range into retailers and also make it available for export.
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Marfrig is building on its ventures in the meat-alternative category after revealing a partnership in August with US-based Archer Daniels Midland Company (ADM). ADM produces the base raw materials while Marfrig manufactures and sells the end product.
In September, fast-food chain Burger King launched the Rebel Whooper vegetable burger in Brazil, produced under the Marfrig-ADM collaboration.
Meanwhile, Marfrig is up against competition in the meat-free space at home. Its peer JBS has already introduced its Seara brand, while upcoming plant-based start-up Fazenda Futuro has rolled out the Futuro Burger.
Sao Paulo-based Marfrig said the new Revolution Burger is manufactured by its Várzea Grande unit in the state of Mato Grosso.
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By GlobalData
