Food giant Nestlé will debut its vegan Awesome Burger—made under the Sweet Earth vegetarian brand which Nestlé acquired for an undisclosed amount in 2017—at one Brooklyn, NY eatery from September 26 until October 3. The Industry City location of restaurant Burger Joint will offer the burger as part of a secret menu available to the first 50 lunch and first 50 dinner guests who will be given a complimentary sample by ordering an “Awesome Style” Burger. After the promotion period, guests can purchase the burger while supplies last. “The Sweet Earth Awesome Burger has a delicious grilled beefy flavor, great texture and juiciness, with the added benefit of plant-based fiber and protein. We’ve been making delicious plant-based proteins for more than eight years, so the Awesome Burger is a natural evolution of our work in this space,” Sweet Earth CEO Kelly Swette said. “We’re excited for people to find out why we call it ‘Awesome.’”

Starting October 1, the Awesome Burger and Awesome Grounds (a similar ground beef product) will be sold fresh in the refrigerated section of select retailers, including Safeway, Wegmans, Hy-Vee, and Shop & Stop, with a full national rollout to follow in the coming weeks. With its Awesome line, Nestlé and Sweet Earth enter a competitive plant-based meat market that includes similar products from vegan brands Beyond Meat, Lightlife, Gardein, Impossible Foods, and The Meatless Farm, along with meat companies Smithfield and Hormel.

Photo credit: Hardy Wilson