Plant-based mince and burgers that “tastes just like the real thing” is now available in Woolworths stores across the country – except one state. Would you try it?
, Australian plant-based meat start-up v2food, has signed a deal with Woolworths that will see its meat-free mince and burgers launch in more than 600 stores across Australia.
Woolworths plant-based category manager Mauro Pisani commented that plant-based foods are growing in popularity. “We’re continuing to see growth in the plant-based category, particularly in recent months as customers cook more at home and are looking for variety in their diet,” he said. “We’re excited to offer v2food within our broader range, giving Aussies a great tasting and affordable plant-based option.
“Legumes don’t taste of meat when you grow them so there are things we have to do to change that,” he said. “We’ve used the science of CSIRO to deliver on the taste of meat and the way you cook it.” Recent research from Food Frontier found that six in ten Aussies and Kiwis have tried or want to try plant-based meat. A YouGov survey commissioned by v2food found that 49 per cent of Australians want to reduce their meat intake.
“With the world’s population set to reach 10 billion people by 2050, demand for meat is growing exponentially. This is driving some of the greatest health, food security and sustainability challenges facing our world,” Mr Hazell said.
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