Iceland's Vegan Bleeding Burgers Outsell Wagyu Beef

Iceland’s Vegan Bleeding Burgers Outsell Wagyu Beef

The No Bull Burger—a private-label vegan burger created by the supermarket chain’s executive chef in April—has surged in sales since debuting in April.


Since its launch in April, United Kingdom-based supermarket chain Iceland sold more vegan No Bull Burgers than wagyu (a premium type of cow meat) burgers. “Iceland is also rapidly expanding its vegan range after its meat-free No Bull Burgers outsold their wagyu beef counterparts so far this year,” The Guardian reported, “while sales of its vegetable-based food have risen by 10 percent over the past 12 months.” Neill Nugent, the chain’s executive chef, created the soy-based burger with paprika and beets to give it a “bleeding” quality in an effort to promote plant-based eating to Iceland’s customers. Stateside, the popular Beyond Burger, according to Beyond Meat CEO Ethan Brown, outsold Angus beef, 80/20 beef, and grass-fed beef, by unit, in the meat department at a major Southern California supermarket in the five-week period leading up to April 17 this year.

The VegNews Mega Birthday Sale ends July 31 at midnight! Get the BEST vegan recipes, travel, celebrity interviews, product picks, and so much more inside every issue of VegNews Magazine—at a special birthday price. Find out why VegNews is the world’s #1 plant-based magazine by subscribing today!