Starting today, Mexican-inspired chain Chipotle Mexican Grill will serve a Vegan Bowl on its main menu. The new bowl will feature Sofritas—an organic tofu-based shredded vegan meat spiced with poblano pepper, cumin, and chipotle chile. In 2014, Chipotle added Sofritas as a vegan option to its customizable menu and sold 7.5 million pounds of the protein in 2018 alone. “We’ve found that many people are increasingly looking for plant-based protein options, so we wanted to make it easy for our customers with digital shortcuts for these bowls,” Chris Brandt, chief marketing officer of Chipotle, said. “Since introducing Sofritas five years ago, Chipotle has provided flavorful options for every lifestyle, while simultaneously doing something good for the planet.” The Vegan Bowl is the first plant-based extension of Chipotle’s recently launched Lifestyle Bowls—a selection of preconfigured menu items created to appeal to customers who follow diets such as paleo, keto, and Whole30. In addition to Chipotle, a slew of Mexican-inspired chains have begun to embrace the plant-based revolution, including Del Taco which added Beyond Meat crumbles to its menus in Southern California last year, and Taco Bell which will soon launch a dedicated vegetarian menu with new vegan options.
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