Tesco will be the first supermarket in the world to sell Vivera's 100% plant-based steak from 21 May 2018 in more than 400 supermarkets.
In June 2018, several large supermarket chains will follow in the Netherlands and from the second half of 2018 Vivera will also sell the product in other countries in Europe, starting with the German, French and Italian markets.
Only plant-based ingredients, like wheat and soy, are used in the Dutch manufacturer's production. This allows both vegetarians, vegans and flexitarians to enjoy this ground-breaking product.
Vivera has a current production of more than 1 million meat replacements a week, making it one of the three largest producers in Europe. The company sees a strong growing international demand for plant-based products. It has been one of the founders of meat alternatives in Western Europe since its foundation in 1990.
Gert Jan Gombert of Vivera stated, 'A large group of vegetarians, vegans and flexitarians has been very interested in such a product for years. With the breakthrough of its market introduction and large-scale production, a large group of consumers can enjoy this very tasty plant-based product.
'The smell, taste and bite can hardly be distinguished from real steak and we are convinced that this product will meet [the needs of] a large need of consumers.
'It is very important that we eat less meat, both for our own health, animal welfare and for our planet. Innovative and high-quality plant-based products can make a significant contribution here.'