Tesco sells 40,000 vegan steaks in a week

18 Jun 2018

Vivera has announced that, within a few days, the first delivery of 40,000 plant-based steaks to the British supermarket chain Tesco sold out in 400 of its stores.

Tesco sells 40,000 vegan steaks in a week

Vivera has announced that, within a few days, the first delivery of 40,000 plant-based steaks to the British supermarket chain Tesco sold out in 400 of its stores. Vivera said it also foresees high demand in other European countries and is busy increasing production. The company claims it is the first producer in the world to produce the 100% plant-based steak. “We have been overwhelmed by the great success of the 100% plant-based steak,” said Gert Jan Gombert of Vivera. “Not only did the first delivery of 40,000 items sell out, but the sales could have been much larger, as some supermarkets were sold out within a day. Consumers in England are almost without exception very enthusiastic about the taste and texture of the steak. The hashtag #Vivera is almost exploding on Instagram. This ground-breaking product has also received a particularly positive reception from professional critics. We will do our utmost to meet market demand as much as possible by increasing our production faster than planned."

The 100% plant-based steak is now on the shelves at most Dutch retailers including Albert Heijn and JUMBO Supermarkten, and sales Belgium have begun at Carrefour.

Vivera says expects to be able to produce several millions pieces this year. Only plant-based ingredients such as wheat and soy are used, making the product suitable for vegetarians, vegans and people who do not eat meat one or more days a week.

According to Vivera, it has been pioneering the development of vegetarian and plant-based meal components since 1990. The company, with headquarters and factory in the Netherlands, says it has since grown into one of the largest manufacturers in Europe. The product range consists of more than 40 products, based on, among others, wheat, soy, peas, corn, rice and vegetables. Vivera's range is already available in 23 European countries and around 25,000 supermarkets.

Vivera is a Founding Member of the Green Protein Alliance and a co-founder of 'Het Planeet’ (Platform Sustainable Proteins). Both organisations aim to stimulate the protein transition from animal to plant-based proteins which Vivera says improves human and animal health and the environment and provides new market opportunities for all market parties in the value chain. In addition, Vivera recently opened what it claims is the most advanced production facility for tofu in Europe under the name of Dutch Tofu Company.

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