Nestle's Awesome Vegan Burgers
Eating Plant Based Meat in Fast Food Stores
Swiss based food giant Neste launched its Awesome Vegan burgers in the US today in retail grocery stores. The competition for winning in the plant-based meat category in the US and other markets like Europe is huge. Simultaneously in the US today, McDonalds launched "Beyond Meat" burgers in its US and Canadian McDonald's Restaurants. The irony is that Nestle and McDonalds partner in the plant-based burger category in Europe and particularly in Germany. They are now doing combat over meatless meat in the US.
Big Global Innovation Growth Category
Meatless meat substitutes are a big avenue of innovation growth. In fact, this is cited as one of the top ten categories for global market growth. Nestle is all over this. They are launching Awesome Burgers and Awesome Grounds plant based ground meat, across retailers in the US, through their business unit Sweet Earth.