away from the meat. This is the motto of Mark Schneider, chief of the world's largest food group Nestlé . "Plant-based products offer much greater opportunities for growth than meat," he said recently.
This week, the group announced "the biggest step in the market with a meat-free products". Nestlé's vegan hope is Incredible Burger. The hack tätschli from soya and wheat protein will soon be available in eight European countries in the sale, including in Austria and Germany. The group does not want to delight vegetarians for its new product, but meat lovers who want to eat consciously – to a much larger audience.
But just on the home market, Nestlé failed so far with the launch. In the case of the wholesalers, Migros and Coop of the supposedly incredible Burger didn't make it into the shelves. "A launch of the Incredible Burger is not planned," said Migros spokesperson Patrick Stöpper. Migros is currently working on his own vegan Burger products, the meat as close as possible. In the case of Coop, the Nestlé-Burger failed to impress in the taste test, apparently. "We don't take the Incredible Burger for the time being to the range. We already sell vegan burgers that taste at least as good," says spokeswoman Andrea Bergmann.
Nestlé is shown tight-lipped. For the time being, the Burger will not launched in Switzerland, in Vevey.
Gates, DiCaprio and Ex-boss of McDonald's
In the battle for the best-tasting Alternative to the Original flesh, Nestlé has a tough opponent: the U.S. Start-up Beyond Meat. Among its investors-sounding name: Microsoft founder Bill Gates, actor Leonardo DiCaprio, former head of the U.S. group General Electric, Jack Welch, the meat group Tyson Foods. The Board of Directors of Beyond Meat, the former chief of McDonald's, Don Thompson is sitting. Beyond Burger of the company is in the USA for a few years on the market. Thanks to a dye from beetroot, the pea protein existing Burger comes from "bloody" to the plate. According to the manufacturer, he not only looks like meat, but tastes good too. Similar to it sounds at Nestlé for their beef imitation: "Looks like fresh from the butcher."
In Switzerland, have the American of Beyond Meat, the nose in front. In some Restaurants, the Burger is already on offer. In addition, he is likely to come in the future, in staff restaurants and Canteens on the menu plan. The specialists of the largest Swiss canteen operator SV Group tasted the Beyond burgers. In the next few days, the company decides whether or not he comes into range. In the case of the test-eaters, he was Reportedly good. The number two among the staff, restaurant operators, Eldora, is currently testing the Beyond burgers. "If he is convinced from the taste, we will recommend the product to all our chefs," says a spokeswoman.
The retailer, Coop, has decided against Nestlé, Burger, wants to expand his vegan Burger range. "Plant-based products are in the Trend," says spokeswoman Andrea Bergmann. "We are also currently testing a new Burger Alternative. It is important for us, that convince in terms of taste, really." Whether the Beyond Burger has fulfilled the claims of the Coop-Tasters, did not want to comment on. Given the hype of the meat alternatives a decision is likely to fall in the coming weeks.
UBS supports the Nestlé competitors
Not in the race, however, is a creation from within our own ranks. The Coop, a subsidiary of Bell belonging to the Hilcona launched this week, the Green Mountain Burger. He comes into the Restaurants in the chain Butcher and some of the Staff restaurant of ZFV-chain on the menu. The introduction in the retail sector, was planned.
Nestlé's success with its flagship Burger in Switzerland is given of the occupied channels is difficult. At the international level, it has to do with the food giant is yet a further weighty competitors: the US company Impossible Foods, with the Impossible Burger. The Swiss appear to have been at the choice of name by the Americans, who are already two years on the market, to be inspired.
such As Beyond Meat also has Impossible Foods rich investors in the back – among others, Google and the big Bank UBS. For Switzerland, the Impossible-the Hamburger, however, less out of the question. They are manufactured using genetic engineering. Critical Swiss consumers are likely to appreciate.
Created: 07.04.2019, 13:26 PM