JD Wetherspoon has launched a plant-based burger in nearly 900 pubs across the UK after a successful kitchen trial involving several of its sites.
The pub chain has teamed up with The Meatless Farm Co, a Leeds-based supplier of meat alternatives, to bring the product into its locations.
The burgers will be fully branded on menu and available in 877 outlets, almost the entire estate.
The new menu addition will allow consumers to make the swap from red meat to plant-based easily, without comprising on taste or texture.
As the plant-based industry continues to grow rapidly, restaurants and pubs are turning to meat-alternatives to bolster the menu and add real and varied choices for those looking to reduce meat consumption, rather than just having a single veggie or vegan option.
Oliver Addis, food development manager at JD Wetherspoon, explained: “We were looking for a plant-based burger that could deliver on taste and texture and we found that in The Meatless Farm Co. The British company is really driving the UK’s plant-based based movement and we’re confident customers are going to enjoy this new offering within our pubs.”
The Meatless Farm Co spent over two years blending, researching, experimenting and trialling different recipes and ingredients to create its range, which also includes sausages and mince.
It claims its investment has allowed it to become a serious contender in the global plant-based market, alongside US groups Impossible Foods and Beyond Burger.
Founder Morten Toft Bech said: “It’s not about these polarising views between ‘vegan’ and ‘meat-eater’ anymore, it’s about balance and everyone working together to reduce their red meat intake as we know it’s fundamentally better for our planet and health. To partner with a pub giant such as JD Wetherspoon is testament to the fact that plant-based is well and truly mainstream.”