Today, food brand Dr. Praeger unveiled its newest product, a vegan burger it calls the “Perfect Burger.” The new product—which will begin appearing on store shelves and in the food service industry this week—is made from non-GMO plant protein derived primarily from sweet potatoes, butternut squash, and carrots. While many companies now offer plant-based burgers, Dr. Praeger’s CEO Larry Praeger believes there is room for innovation. “The meat-alternative burger market lacks a tasty, vegan burger that contains a short and simple ingredient list,” Praeger said. “The Perfect Burger provides all the flavor you want from a traditional beef burger, but with clean plant-based protein and ingredients you can taste with each flavorful bite.” Dr. Praeger’s enter a growing plant-based burger market currently dominated by brand Beyond Meat and Impossible Foods, with incoming entrants including Nestlé’s “Awesome Burger” (which will be sold under its Sweet Earth Brand), Lightlife’s eponymously named vegan burger, and a soy-based variant to be released by the Seara Brand in Brazil—owned by JBS, the world’s largest meat company.

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