This fall, Swiss brand Nestlé S.A. will debut a plant-based Awesome Burger in the United States. The burger—sold under the Sweet Earth vegetarian brand which Nestlé acquired for an undisclosed amount in 2017—is formulated for the American consumer and will be sold fresh in the refrigerated section. Nestlé will also debut the soy- and wheat-based Incredible Burger under its Green Gourmet brand this month in the refrigerated and frozen sections at retailers across Europe. “These new burgers don’t compromise on flavor, texture, and cooking experience. They underline Nestlé’s increased focus on tasty, authentic plant-based food,” Wayne England, the head of Nestlé’s food business, said. “We believe this trend is here to stay, as consumers look at different ways to enjoy and balance their protein intake and lower the environmental footprint of their diets.” Nestlé first teased the debut of its plant-based burgers in December 2018, then revealing that it is also developing a purple-hued blueberry walnut milk—which is not yet available in stores. This week, plant-based brand Impossible Foods—a direct competitor of the Incredible Burger—announced a partnership with Burger King which is testing the Impossible Whopper at 59 locations in St. Louis, MO before an anticipated national rollout.