Nestle’s Vegan ‘Awesome’ Burger Is Coming to the U.S.
Nestle's vegan Awesome Burger -- launched through its Sweet Earth veggie food brand -- is coming to the United States this fall.
Charlotte Pointing, Live Kindly
June 11, 2019
Nestlé is bringing its vegan “bleeding” plant-based beef-like burger to the U.S.
The world’s largest food company is set to launch the Awesome Burger at supermarkets, restaurants, and universities through its Sweet Earth brand in the fall, CNBC reports.
The pea protein-based patty is similar to the Incredible Burger Nestlé recently launched across Europe under its Garden Gourmet brand, which is also available from German McDonald’s locations as the Big Vegan TS.
The market is rife with “bleeding” burgers, with Beyond Meat and Impossible Foods — the creators of the Beyond Burger and the Impossible Burger respectively — dominating the market. Earlier this year, Burger King launched the Impossible Whopper and Beyond Meat held the most successful IPO of 2019.
But Sweet Earth’s founders Brian and Kelly Swette maintain they’re not just following the crowd. According to CNBC, the duo began working on the Awesome Burger long before competitor’s patties came to market.
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