Marfrig Global Foods is launching its proprietary brand of plant-based burgers, the Revolution Burger. The brand will be sold at retailers and in foodservice chains.
Exports of the Revolution Burger to the Chinese market should begin in 2020.
Marfrig, in a press release, said the launch of the Revolution Burger is yet another step in the company’s strategy to expand its portfolio of innovative high-value products and to offer consumers options adapted to their shopping, eating and convenience habits In August, the company innovated by taking to market Brazil’s first mass-produced plant-based burger, which is made from plants, but has a meaty taste.
In September, the Brazil-based Marfrig began supplying plant-based burgers for the flagship burger of a fast food chain.
“We are constantly making progress in expanding our portfolio,” said Eduardo Miron, CEO of Marfrig Global Foods. “And the launch of a proprietary brand that reflects the products’ quality and the company’s relationship with the client chain was a fundamental step in this process.”
In addition to burgers, the Revolution brand will be used for other plant-based products developed by Marfrig. Revolution products will be made at the Várzea Grande Unit in Mato Grosso state, which also produces Marfrig’s other plant-based burgers.
Partnership with Outback Steakhouse
Outback Steakhouse, one of the largest casual dining chains in Brazil, with steakhouses located in 42 cities nationwide, will have an exclusive Revolution recipe different from those provided to other restaurant chains and retailers, and will launch Marfrig’s plant-based burger on its menu by the end of February 2020.
The special Revolution burger served at Outback was developed specifically for the Australian thematic brand and features a more artisanal profile and exclusive flavors with aromas and spices that ensure the already well-known and unique flavor profile and exceptional quality of Outback.
Marfrig Global Foods in 2018 acquired a majority stake in United States-based National Beef Packing Company. Several months later, Marfrig sold Keystone Foods, which at the time was the tenth largest poultry company in the United States, to Tyson Foods. Marfrig is also the former parent company of U.K. poultry company Moy Park.