Marston’s launches ‘UK’s first meatless bleeding’ burger
Supplier of the burger, Moving Mountains, claimed the deal with the pub group will grow the food brand’s revenue by more than £1m and will be introduced at 413 Marston’s pubs.
The B12 burger, which contains 18g of plant protein, uses natural ingredients, scientific processes and confidential technology to make the burger replicate animal meat in every way.
It features oyster mushrooms, pea protein, oats and the vitamin B12 among other plant-based ingredients.
Moving Mountains said the burger also contains beetroot and its juice allows a 'bleed' at the centre of the patty, with it producing a 'blood like' appearance.
Responding to trends
Marston’s and Moving Mountains is responding to the nation’s shift to vegetarianism, pescatarism and the new flexitarian diet.
Moving Mountains spent more than three years developing the plant-based burger with a team of scientists, chefs and farmers with more than 200 test kitchen recipes to create the final product. The company believes this is set to be one of the most significant food inventions of the century.
Marston’s senior food development manager Nicola Arrow said: “We have listened to our customers and taken the growing demand for healthier and alternative options across the pub sector as a great opportunity to develop and update our menu.
“We wanted to find the right supplier for this home-grown product and we have found a great partner in Moving Mountains."
Innovative addition
She added: “The Moving Mountains B12 burger is such an innovative addition to our menus. It not only caters to our vegetarian and vegan customers but also to those who are trying to make more conscious health or ethical choices when eating out.”
The B12 burger was the fastest addition to the food menu in Marston’s history, according to Moving Mountains CEO Simeon Van Der Molen.
He said: “Moving Mountains is a British business building an exciting brand at a time of great change in how and what we eat.
“This marks a huge leap in innovation for humanity and will allow consumers to bite into a future that is better for their health and the health of our planet. We can’t wait to hear feedback on the B12 burger from Brits across the country.”
