Burgers without beef like a billionth business

In early April, several companies immediately announced the release of serene burgers. In such burgers of the cutlet, created from plant components, is almost indistinguishable from real beef. The Bell figured out how much it costs and what it consists of fragmentation.

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Market

Market leaders to create "fake" vegan burgers - Impossible Foods and Beyond Meat. At the end of 2018, Impossible Foods sold their burgers at 5,000 restaurants in all of the United States, at the beginning of 2019 she had 6,000 points.

The main competitor, Beond Meat , captures supermarkets, present in 30 thousand outlets. Since 2016, its sales are growing by 70%since 2016.

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Leader

Demand for the serene burger has already exceeded the initial expectations, and Impossible Foods attracted over $ 475 million for 8 years of its existence.

• She just announced another round of investment, which can raise the company's assessment above $ 1 billion.
• Now the company has the first super -circular customer - Burger King. The transaction will double the number of points of sale.
• Over the past couple of months, Impossible Foods has already increased the production of its “inevitation” from 225 to 900 thousand tons per month.

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Where to get it

When will Burger King start selling such burgers? Already started. The burger under the Impossible Whopper brand in test mode appeared in 59 restaurants in St. Louis, Missouri. If everything goes according to plan, by the end of the year, serene burgers will appear in all Burger King restaurants in the USA.

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Market volume

Huge. In Europe, the market of serene burgers is going to win the Swiss concern Nestle.

• His burgers will be sold in supermarkets of eight countries in April, including Northern Europe and Germany.
• In Europe, the goods will be called Incredible Burger, at the end of the year Nestle will bring a burger to the American market called Awesome Burger.
• The revenue of the plant business of Nestle, according to the estate of the general director of the American region, may exceed $ 1 billion within 10 years. At the same time, Nestle gets rid of its meat business, following a more promising trend.

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Compound

What is the serene burger made of? It depends on what.

• Impossible foods insolent consists mainly of water, soy protein concentrate, coconut and sunflower oil, as well as natural flavorings.
• In the previous version, Impossible Burger used a textured wheat protein and potato protein instead of soy.
• Nestle burgers use a mixture of soy and wheat protein.

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To taste

In order to get meat juice and taste, Impossible Foods uses Leglogin - that variety of hemoglobin, which gives red color to bean plants. Because of this choice, Impossible Foods had to wait a long time for the approval of the FDA-it was not clear how well the Legoglobin was absorbed by the body. Beyond Meat costs beetroot juice - a much more common dye. Burger does not lose anything from such a replacement.

This article was originally written for the Bell Tech technology and building. You can subscribe to it for free here .