Hold the ground chuck: Nestle SA sees the future in a meat-free burger made from soy and wheat protein. Soon you may be able to wash it down with purple walnut milk or a spirulina latte.
The Swiss company is gearing up for its biggest push yet into the booming vegan market: the Incredible Burger, to be introduced under the Garden Gourmet label next spring. As consumers swap meat for leafy greens, Nestle wants to turn the trend in plant-based eating into a billion-dollar business.
It’s a big shift for the world’s largest food company, whose products include Herta sausages and ham. While Nestle and its competitors have been dabbling in vegan fare for years, growth has become more essential amid stagnant sales of mainstream supermarket brands. Many of whose products contain dairy and meat, which vegans don’t consume.
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