This week, vegan brand Lightlife Foods unveiled its biggest innovation since its launch in 1979: the “meaty” Lightlife Burger made with Beyond Burger-like ingredients such as pea protein, coconut oil, and beet powder. “With 40 years of leadership in plant-based food innovation, we understand taste is a priority for all consumers,” Lightlife President Dan Curtin said. “We didn’t join the plant-based category overnight—we’ve long been pioneering the industry. Our new burger is delicious thanks to decades of culinary know-how, and we know we’ll be serving up an entirely better experience for consumers who want a break from traditional meat or whose palates are craving a new adventure. It’s not science—it’s just good food.” In addition to the burger, Lightlife redesigned its packaging and developed vegan ground beef and two sausage flavors: Italian and Bratwurst. In 2017, Lightlife removed all animal products from its formulations to become a fully vegan brand shortly after its $140 million acquisition by Canadian meat brand Maple Leaf Foods. Lightlife debuted its new line amidst a booming vegan burger revolution led by Impossible Foods and Beyond Meat, which unveiled improved “2.0” versions of their Impossible Burger and Beyond Burger, respectfully, earlier this year. Lightlife’s new burger will be available in stores across the United States in March followed by a launch in Canada in April. The remainder of Lightlife’s new core line will hit store shelves this summer.