A burger without meat. A modern solution, for some, an attempt to wink at vegetarians and vegans, according to others. That to launch a "meat free" sandwich on the market is a meat giant like Burger King can amaze. But the American fast-food chain has already experimented the novelty in the United States and Sweden and is ready to expand the offer in another 25 countries and 2,500 restaurants.
The burger without meat
The veg version of the famous hamburger "Whopper" was presented as "the biggest launch in the history of the brand". The strategy of "renewal" would have already given the first fruits: without providing the official data, the company ensures that the vegetarian burger in the US has driven the sales of those of meat, because it attracts customers in fast food that otherwise would not enter it .
Customers increasingly veg
Burger King bets big, with large-scale investments, but for a long time global fast food competition has focused on protein alternatives to meat. The choice of a vegetarian or vegan diet is increasingly widespread in richer countries, where being able to capture their interests means being able to access a target of average wealthy customers.
The race of giants to vegetable meats
JPMorgan estimates that the vegetable meat market reaches the value of one hundred billion in the next ten years. Before Burger King, the American Impossible Foods (in which British billionaire Richard Branson invested) and Beyond Meat (partly funded by billionaire Bill Gates) and the Dutch The Vegetarian Butcher (recently acquired by the giant Unilever). But even Nestle has been bringing soy and wheat protein burgers to the shelves of European and US supermarkets since September, while McDonald's is testing a meatless cheeseburger in Canada.
A growing market
According to a recent study by the consulting firm Deloitte, "the time when alternative products (meat and dairy products) belonged to a niche market is over": the European market for alternative proteins represents 40% of the global market and should reach 2.4 billion euros by 2025 (they were 1.5 billion in 2018).