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Gardein is the second-largest brand selling plant-based vegan meat alternatives and they’ve just upped their burger game using the same pea protein as competitors burgers that have become so popular in this 1 billion dollar a year industry.

“Burgers are the gateway to meat alternatives. For 70% of consumers, burgers are their introduction to the category. With that in mind, we wanted to make sure our burger was a true standout, and we think with the arrival of the Gardein Ultimate Plant-Based Burger we have an offering that looks, cooks, smells, and tastes like real meat,” Said Tara Rozalowsky the VP/GM of Gardein.

Gardein’s brand new Ultimate Plant-Based Burger is a replacement for their Ultimate Beefless Burger and is made from pea protein just like Beyond Meats Burger offering, rather than soy protein which the company uses in its other burger patties currently available. The new burger will be available in the frozen food section where their other products are found.

The new burger is also part of Gardein’s new Ultimate line, which will also include Ultimate Hot Dog and Ultimate Sausage. The debut of these new offering has yet to be announced but Vegan News will keep you updated so stay tuned.

With the creation of these new products, the newly acquired by ConAgra Brands Gardein is looking to compete with brands like Nestle, Beyond Meat, Impossible Burger, and Lightlife to name a few.

“Our team worked very hard on the ingredient mix to mirror the aroma, taste, and texture of real beef as closely as possible. And our burgers are designed to satisfy; they’re 1/4 pound patties with 19 grams of protein per serving,” said Rozalowsky.

There are 240 calories, 10 grams of saturated fat, and 450 mg of sodium per each plant-based vegan burger patty.

This new pea protein-based burger is “going to be appealing to many consumers,” she said, but Gardein isn’t going anti-soy by any stretch of the imagination. Gardein uses soy protein in a majority of their products like their regular veggie burgers and their seven-grain crispy chick’n tenders.

Bob Nolan the senior vice president of insights & analytics said:

“We went out and mined a lot of social media data and only about 1% of the discussions of soy were negative and it was about the disruption of hormones and things like that, but we think that there will be demand for both soy and pea protein.”

Rozalowsky added that while they do have a loyal following of vegan and vegetarian consumers that they’ve built up over the years their target audience for their plant-based vegan meat alternatives like this new burger is the “flexitarian” demographic who are swapping out traditional flesh meats for these alternatives.

“We’re proud of our vegan credentials, but our consumer base goes well beyond vegetarians and vegans. The concept of “flexitarian” is much more prominent now than it was just a few years ago, and the meat alternatives category is popular among this growing demographic,” she said.

The burgers launch this month at retailers nationwide. A six-pack of the Ultimate Plant-Based Burger will be available for a suggested retail price of $12.99 while a two-pack will retail for $4.49. The plant-based vegan burgers will be sold int the freezer section alongside Gardein’s other products in grocery stores.

“If you’re going to be a leader in meatless meals, serving a great-tasting burger is a must,” Tara Rozalowsky, Vice President and General Manager at Gardein, said. “We’re incredibly proud of the delicious, meaty taste of our new Gardein Ultimate Plant-Based Burger, and we can’t wait for consumers to fire up the grill and enjoy their first bite.”

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