Vegetarian food company Quorn announced that it will launch the Ultimate Vegan Burger in stores across the United Kingdom, starting with Tesco on April 15. The new quarter-pound burger is made with a blend of plant proteins and infused with beet juice to impart a “bleeding” quality. “Psst! We’re about to launch our most indulgent burger yet,” Quorn posted to Facebook alongside a photo of its new burger. “A thick-cut, gourmet burger that’s utterly mouthwatering. Quorn Ultimate Burger, unlike anything you’ve ever tasted before.” With its new burger, Quorn will enter a popular segment of the plant-based industry currently dominated by companies such as Beyond Meat, Impossible Foods, and Moving Mountains Foods—with other brands, such as Nestlé, planning to debut their own “bleeding” burgers in coming months.