Stores in Rio de Janeiro and São Paulo start to sell the Futuro Burger with an eye on the growth of vegetable meat consumption
GPA’s Pão de Açúcar stores are already selling a hamburger created especially for vegetarians, vegans and customers who are increasingly looking for healthy eating. The Futuro Burger is available since May 31, in the chain’s stores in Rio de Janeiro, developed by a Brazilian startup called Fazenda Futuro in partnership with the NGO The Good Food.
A tray with two burger patties is sold for R$17,90 in refrigerated and frozen options. Futuro Burger’s goal is to mimic the taste, texture and aroma of the traditional sandwich, from a vegetable burger made with natural flavorings and seasoning.
This way, Pão de Açúcar increases the investment in innovation through partnerships with foodtechs – startups focused on the production, selling or food supplying services. The product has arrived to the Pão de Açúcar stores as well as to St. Marche and Quitanda in São Paulo, besides Verdemar, in Minas Gerais.
In other Brazilian regions, Carrefour chain is responsible to take the Futuro Burger to the points of sale. In addition to the supermarkets, the veggie hamburgers are sold as well in the restaurants such as Lanchonete da Cidade, in São Paulo, and T.T. Burger, in Rio de Janeiro.
Besides being something new to Brazilians, the “vegetable meat” should reach a revenue of approximately US$140 billion in the next decade according to a recent report issued by the English bank, Barclays. In addition, the startups who intend to follow this sector should focus on the male customer, aged from 14 to 70, which are the largest consumer of meat today, according to the document.
Proof that vegetable meat is a worldwide consumption trend is that Burger King, despite of having an option of vegetarian sandwich, has created the “Impossible Whopper”, a sandwich made with a vegetable meat that mimics beef. Seara, a Brazilian food giant, has just launched the “Incrível Burger”, made with 100% vegetable protein. Finally, McDonalds also elaborated the brand’s first vegetarian sandwich in Brazil, in 2018.