The No Bull burger—a vegan patty developed to mimic the taste and texture of beef—will be available in the freezer aisle at United Kingdom-based grocery chain Iceland in April. Neil Nugent, executive chef for the supermarket, created the burger with soy protein and paprika, and colored it with beets to give it a “bleeding” quality. “We are trying to get those people who want to drop meat once or twice a week,” Nugent told media outlet The Sun. “This is our first foray into our own-brand vegan. It’s been a real challenge to get the succulence right.” The new generation of vegan “bleeding” burgers was first popularized by United States-based brands Beyond Meat and Impossible Foods—who launched their respective plant-based patties in 2016—and has since inspired companies around the world to produce similar vegan products, including UK-based Moving Mountains Foods and Don Lee Farms, which debuted its organic vegan patty at Costco last month.