From veganfoodandliving.com
Burger King Germany has reduced the price of its vegan food below the cost of meat-based meats to make plant-based food more accessible.
In a landmark move, Burger King is slashing the prices of its plant-based products in Germany to make vegan food more accessible to everyone.
To encourage diners to eat more plant-based food and less meat, the fast food giant is slashing its prices by 10 cents.
Among the items which will cost less are its meat-free Whopper, chicken sandwich, and plant-based nuggets.
To advertise the move, it has released a new motto, “Plant-Based for Everyone”, which will push the news that its plant-based options are now more economical.
According to Burger King Germany CEO Jörg Ehmer: “Since the mid-1990s, we have been investing in vegetarian alternatives and have shown that fast food doesn’t always have to mean meat.
“As a pioneer, we offer by far the largest plant-based range in the German foodservice industry – and now even with a price advantage.
“We are thus providing a strong impetus to try out plant-based options. Our goal: to offer guests freedom of choice – without compromising on taste.”
Burger King Germany
On top of its price reductions, the eatery is also working to make a new patty for its meat-free options.
It is collaborating with plant-based brand The Vegetarian Butcher on a flower-shaped burger, which it will use in its vegan sandwiches.
The chain has worked with The Vegetarian Butcher since 2019, sourcing its veggie chicken and beef in a number of markets.
These include UK, Indonesia, China, the UAE, Mexico and Costa Rica.
According to reports, the new shape will help differentiate between the meat-based options and veggie ones. It is set to roll out in the coming weeks.
Ehmer said: “We are the first choice in terms of plant-based options in the foodservice industry, and continue to drive the growing trend towards alternative protein sources in Germany.
“For this, we are not only developing our products and processes further, but also focusing on greater product variety and easier access.”
Plant-based meat cost
The move by Burger King Germany comes as some plant-based companies in the UK have seen sales fall.
However, while some have seen this as a sign of consumers losing interest in plant-based items, others have said the cost of alternative products (which is usually higher than standard products) is the issue.
A 2023 report by market research company NIQ suggested that the cost of living crisis is affecting the number of consumers buying meat alternative products.
It noted that some 14.3 per cent (4.1million) UK households consumed a flexitarian, pescatarian, vegetarian or vegan diet that year.
The company’s UK thought leadership activation manager Katrina Bishop said: “UK consumers are being faced with challenging economic pressures, and price is an important factor dissuading flexible eaters from buying into meat and dairy alternatives, in the current climate.”
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