Sainsbury’s are launching a plant based ‘bleeding’ mushroom burger, that has the appearance of beef, tastes similar and cooks similarly. The burger is manufactured by Naturli’ Foods, a Danish producer. Similar to rival product, the Beyond Burger, the Naturli’ Foods burger has a similar texture, that reflects meat, and also ‘bleeds’ like competitive products.

Speaking to The Guardian, Henrik Lund, chief executive at Naturli’ said: “Our goal is to contribute to restore the balance between nature and man. We’ve developed this product assuming that many people want to eat plants instead of animals, but are afraid of compromising on lavour and maybe even missing out on their favourite dishes such as lasagne or burger patties.”

With the flexitarian population growing, and in turn the vegan population, the demand for meat-free products has increased. Sainsbury’s has increased their vegan offerings with a new range on sale next month, which will be trialled in 400 of their larger stores around the country.

The burgers are going to be made available from 27 June, and the product is made from almonds, tomatoes and porcini mushrooms.

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