Vegan meat brand Gardein will soon launch a new line of next-generation vegan burgers, hot dogs, and sausages. The brand’s Ultimate line will include the Ultimate Burger, Ultimate Hot Dog, and Ultimate Sausage. With the development of these new products, Gardein—which was acquired by food conglomerate ConAgra Brands in 2018—aims to compete with brands such as Beyond Meat, Lightlife, and Nestlé, which have all launched innovative plant-based burgers that look, cook, and taste like beef. The launch is part of a larger plan to grow the brand by capitalizing on the popularity of the emerging category of meat alternatives. ConAgra CEO Sean Connolly believes there is opportunity to expand into vegan meat alternatives for all foods that contain meat. “Burgers are important, but this market extends well beyond beef patties or even beef,” Connolly said. “Chicken is by far the most popular animal protein in the US, both in home and away from home. I would also highlight the significant consumption of pork, hot dogs, and fish.” Earlier this year, Gardein announced the launch of 11 new frozen meals, including breakfast bowls, skillet meals, and entree bowls for one, along with vegan chicken products such as Chipotle Georgia Style Chick’n Wings and Nashville Hot Chick’n Tenders.