Finnebrogue has announced the launch of its ‘ground-breaking’ Naked Evolution Burger this week as it sets out on a mission to take on the multi-billion dollar plant-based food giants in the US.
In blind taste tests carried out by experts at the UK’s leading food science and technology centre, Campden, Finnebrogue’s Evolution Burger matched current market leader Beyond, the US-based plant-based food giant valued at $7bn.
The Evolution Burger, produced by the family-owned food producer Finnebrogue Artisan from its base in Northern Ireland, is also 40% cheaper than Beyond’s offer.
Shoppers will find it in the fresh, plant-based section of supermarkets, with rrp £3.00 (226g pack / two burgers).
Finnebrogue believes plant-based food should be no more expensive than the meat it is replacing, and without any compromise on quality, flavour or nutrition. The Naked Evolution Burger is high in pea protein (17g per burger), has 40% less saturated fat than a traditional beef burger, and is a source of iron, zinc and vitamin B12. It has also been granted an A-grade enviroscore by the non-profit organisation Foundation Earth.
Sarah Savage, head of new product development at Finnebrogue Artisan, commented: “The Naked Evolution Burger is a next level burger, and the result of many months of research, trials and flavour tasting. Our vision was to create a succulent ‘beefy’ burger that would taste amazing, but without the meat.
“What we have created is an evolved plant-based burger, suitable for vegetarians and vegans, that is high in protein, contains less saturated fat than a real beef burger, and is priced competitively without compromising on quality, flavour or sustainability.
“It’s packaged in a 100% recycled and recyclable tray, carries a grade A enviro-score from Foundation Earth, and the burgers are both soya and gluten free.
“We also plan to launch Naked Evolution Meatballs in the coming weeks.”
The Northern Ireland food producer has recently committed to adding environmental scores to all its front of packs for Naked and The Good Little Company, so consumers have the power to buy more sustainably.
The scores are awarded by Foundation Earth, the brainchild of the late Finnebrogue chairman, Denis Lynn, and the Naked Evolution Burger carries a top enviro-score of A. This exemplary score reflects the short efficient supply chains and minimal carbon impact, light recyclable packaging and low biodiversity impact within the product’s life cycle.
Naked Evolution Burgers will initially be launched in Waitrose, Ocado and Dunnes Stores.