Tofurky enters plant-based burger market

Tofurky – a company best-known for their plant-based alternative to turkey – has launched a new beef-style burger.

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Tofurky recently launched a new beef-style burger available at Target (Tofurky).
Tofurky recently launched a new beef-style burger available at Target (Tofurky).

Tofurky – a company best-known for their plant-based alternative to turkey – has launched a new beef-style burger.

The plant-based retail market is currently worth $4.5 billion. Sales of alternative meat – which includes both plant-based and lab-grown proteins – could reach $140 billion in the next decade.

Plant-based burger sold at Target

The new alternative beef burger is sold at more than 600 Target locations throughout the U.S.

“I can’t wait for Target shoppers to try our new Plant-Based Burger. We are very happy with the final recipe and beef-style texture,” said Jaime Athos, president and CEO of Tofurky, in a press statement. “Many flexitarians resolve to go completely plant-based for the month of January, so we wanted provide a new burger option now, ahead of summer grilling, that is affordable, delicious and accessible.”

Flexitarians are consumers who aim to reduce, but not totally eliminate, their meat consumption.

The 100% non-GMO, vegan plant-based protein is formulated using soy protein, vegetable protein, wheat gluten and seasonings. The soy protein used is more sustainable than the pea protein used in rival products, Tofurky claims. It is sold for an SRP of $5.99 per two-patty pack and can be found in the produce section.

Second generation alternative beef

The company has been working on a plant-based ground beef product for some time. The market is currently dominated by competitors Beyond Meat and Impossible Foods, who have both partnered successfully with popular quick service restaurants.

In 2019, Tofurky debuted a “DIY” patty, which was withdrawn not long after the product came to market.

“We had a DIY product, but we rushed to market with it,” Athos told Forbes in October 2019. “You could shape it into a burger patty, but I think what happened with that one was we were never able to fully realize the quality we can get within our own kitchen. So, we scrapped that plan and pulled it from the market and started over.”

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