New Vegan Bleeding Burger Debuts at Sainsbury’s

Danish brand Naturli’s plant-based products will be stocked in the meat department at 400 locations of the popular British supermarket chain.


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On June 27, British grocery chain Sainsbury’s will add vegan ground beef to the meat departments in 400 of its largest stores across the United Kingdom. The new plant-based meat Naturli’Hakket—made with soy, wheat, almonds, mushrooms, coconut oil, beets, and tomato—is manufactured by Danish brand Naturli Foods, which encourages shoppers to prepare “bleeding” vegan burgers at home. “Our goal is to contribute to restoring the balance between nature and man,” Naturli CEO Henrik Lund told The Guardian. “We’ve developed this product assuming that many people want to eat plants instead of animals, but are afraid of compromising on flavor and maybe even missing out on their favorite dishes such as lasagne or burger patties.” The brand first debuted Hakket last year at all 600 locations of Dansk Supermarked Group, Denmark’s largest retail chain. “We once thought that meat only came from animals,” a commercial for Hakket states, “those times are over.” California-based vegan brand Beyond Meat—which has popularized the plant-based “bleeding” burger—recently announced aggressive expansion plans that will make its Beyond Burger, which is stocked in the meat department of Whole Foods Markets nationwide, available in more than 50 countries, including at retailer Tesco in the UK, in the coming months.