Danish Brand Testing Vegan Meat In Secret US Locations

Naturli’ recently launched its vegan ground meat in Denmark and the United Kingdom, and now has its sights set on the United States.

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Denmark-based vegan brand Naturli’ Foods recently announced a secret test-run of its vegan meat product Hakket in the United States. “We are in a trial phase, and a lot of samples [are] crossing the Atlantic,” CEO Henrik Lund explained to media outlet just-food. “So we hope sometime soon that we also can launch products in the [United] States.” Lund spoke about the success of his company in its domestic market where it debuted at Dansk Supermarked, Denmark’s largest retailer, in January. “We actually sold out and had to move the production after 14 days because the capacity was way overdue,” Lund said of the Denmark launch. Later this month, Naturli’ will debut Hakket in the meat department of 400 locations of Sainsbury’s, the second largest supermarket chain in the United Kingdom. Similarly, California-based brand Beyond Meat debuted its vegan patty Beyond Burger alongside animal-based meat at one location of Whole Foods Market in Colorado in 2016 and, as of this week, boasts 10,000 distribution points worldwide.