Marston’s is to become the first national pub chain to sell the UK’s first meatless ‘bleeding’ burger following a shake-up of it menu aimed at tapping into vegetarian and flexitarian diets.
The ‘B12’ burger, which has been developed by Chiswick-based Moving Mountains, “sizzles, smells, tastes and bleeds like meat” but is completely plant-based.
The new supply deal, which Moving Mountains claims will boost its own revenue by over £1m, will see 413 Marston’s food pubs nationwide add the British plant-based ‘meat’ burger to its menu.
Moving Mountains has spent more than three years developing the plant-based burger with a team of leading scientists, chefs and farmers, using more than 200 test kitchen recipes to create the final product. The company believes it is set to be one of the most impactful food inventions of the century.
The burger, which contains 18g of plant protein, uses natural ingredients, “incredible scientific processes” and “confidential technology” to make the burger replicate animal meat in every way.
It features oyster mushrooms, pea protein, oats and Vitamin B12 amongst other plant-based ingredients.
Nicola Arrow, senior food development manager, said: “We have listened to our customers and taken the growing demand for healthier and alternative options across the pub sector as a great opportunity to develop and update our menu. We wanted to find the right supplier for this home-grown product and we believe we have found a great partner in Moving Mountains. It is an exciting opportunity for us to work with a new British business, which is at the forefront of real change.”
Marston’s says there is a “significant” shift to vegetarianism, pescatarianism and the new flexitarian diet in the UK. There are an estimated 22 million flexitarians in the UK and over a quarter of meat-eating Britons have reduced their meat consumption in the last six months, according to studies.
“The Moving Mountains B12 Burger is such an innovative addition to our menus,” said Mrs Arrow. “It not only caters to our vegetarian and vegan customers but also to those who are trying to make more conscious health or ethical choices when eating out.”