As plant-based products continue to take the world by storm, the race for brands to introduce and expand their plant-based offerings is on. In a new move to get a leg up on the competition, Unilever brand The Vegetarian Butcher has announced that it has expanded its partnership with fast food chain Burger King® to launch the Plant-Based WHOPPER® in Latin America, China, and the Caribbean.
“One year on from the start of our partnership with Burger King, we are delighted to bring our plant-based products into new markets in Latin America, the Caribbean, and China. The Plant-Based WHOPPER has proven a popular and delicious option for flexitarians and meat-lovers across Europe, and we are excited to take this into two new continents,” said Hugo Verkuil, CEO of The Vegetarian Butcher. “The Vegetarian Butcher’s mission is to become the largest butcher in the world by offering amazingly tasty products and inspiring a food revolution that promotes more sustainable options. Today’s news is a significant step towards this ambition.”
The expansion has already begun, rolling out in 325 Burger King locations across China in Beijing, Shanghai, Shenzhen, and Hangzhou, with nationwide plans slated for Q2 of 2021, according to a press release. Additionally, Mexico, Costa Rica, Colombia, Bahamas, The Dominican Republic, Nicaragua, Suriname, Saint Martin, and Saint Kitts are the first Caribbean and Latin American countries to receive the Plant-Based WHOPPER.
“The Plant-Based WHOPPER, launched in over 35 countries, has been a real game-changer and become one of the biggest launches in the brand’s history. Innovation is one of our core brand values, and this launch is no exception. We are really excited about these additional launches in China and Latin America to provide our guests with this alternate WHOPPER,” commented Matt Banton, Global Head of Innovation and Sustainability at Burger King.
This new launch comes following the expansion of The Vegetarian Butcher’s entry into the Middle East and Africa, expanding the Plant-Based WHOPPER’s availability to 35 countries across four continents.
Paralleling the growth of its collaboration with Burger King, The Vegetarian Butcher also recently launched via foodservice channels in Brazil, Hong Kong, Japan, and Singapore, helping the company meet the ongoing global demand for plant-based products and meeting its growth goals.
“Our announcement today marks an important milestone in our ambition to reach annual global sales of €1 billion from plant-based meat and dairy alternatives within the next five to seven years. It is also further confirmation of the huge global demand for high quality plant-based foods. Plant-based meat alternatives are growing at 15.8 percent annually as more people shift to a flexitarian diet worldwide,” said Hanneke Faber, President of Unilever’s Foods ad Refreshment Division.
Where will the Plant-Based WHOPPER launch next? And, how will The Vegetarian Butcher continue to fulfill its expansion strategy? Keep reading Deli Market News as we bring you the answers.