Today (14th June), a news item was posted on dailymail.co.uk titled ‘New vegan “chicken” product sells out in days as it entices meat lovers with promise of authentic texture and flavour’.
‘… Fake meat doesn’t have the sexiest reputation among foodies but a new meat alternative is fooling even the most discerning carnivores.
Beyond Meat’s Veggie Chicken Strips have been flying off the shelves at Whole Foods in Northern California, with a week’s supply depleted in just two days in San Francisco.
At the cutting edge of plant protein research and development, Beyond Meat products claim to have no fat, zero steroids, and no trace of hormones or antibiotics that are allegedly pumped into real poultry …
Whole Foods’ coordinator Mathew Mestemacher admitted to ABC that the brand’s immediate popularity was unexpected: ‘We’re a little taken aback. The response is overwhelming.’
Vegetable protein is the key ingredient in Beyond Meat products, as a combination of soy and pea-powder, carrot fiber and gluten-free flour is heated, cooled and subjected to pressure before being formed into strips.
As well as chicken, the concoction can imitate beef, pork and fish, Beyond Meat founder, Ethan Brown explained …
Mr Brown is not necessarily looking to preach to the converted, though – instead he wants to capture the attention of the non-converts with his healthy and resource efficient alternative …
Better than even the taste though, perhaps, is the price that could sway even the most enthusiastic carnivores.
While Beyond Meat is still experimenting with price points Mr Brown explained: ‘Our goal is to have the price be at the lower end of the other meat-substitutes and below the price of meat.’
But don’t get too excited to run to your local Whole Foods just yet as the product is still only available in Northern California branches and at Roots Market in western Maryland [in the US] …’
Read the item in full, view image and add your comment online at www.dailymail.co.uk/femail/article-2159300/New-vegan-chicken-product-sells-days-entices-meat-lovers-promise-authentic-texture-flavour.html?ito=feeds-newsxml
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Posted on June 14, 2012
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