![]() ![]() “When we launched in 2012, most vegetarian products looked almost like hospital food,” says Swette. ![]() Their reputation, deserved or not, was joyless, even ascetic - a compromise for those who abstained from animal products, not tasty burgers in their own right. Nor did they brand themselves as a viable alternative to meat, exactly. These veggie burgers functioned largely as grudging placeholders - something to plop on a bun and smother with condiments. Generally based on grain and vegetables, most brands never had much appeal to anyone other than vegetarians. Now-familiar labels including Gardenbuger and Boca Burger debuted by the early 1990s. Dating to the early 1980s, “veggie burgers” have been staples of cookouts and restaurant menus for decades. Plant-based burgers have come a long way from the vegetarian options of years past. “It’s about the whole experience of eating a burger.” “The flavor, the aroma, the cooking process, how it feels when you bite in - Awesome Burger was designed to be as close to meat as possible,” says CEO Kelly Swette, who founded Sweet Earth with her husband, Brian, in 2012. With a base of pea protein, coconut oil, wheat gluten, plus fruit and vegetable extracts, it joins an exploding market known, somewhat paradoxically, as “plant-based meat.”Ĭreated by Sweet Earth, a California-based vegetarian food brand acquired by Nestlé in the fall of 2017, the Awesome Burger will leverage the might of the world’s largest food company to immediately become a major player in the plant-based burger market. The only difference? The Awesome Burger, on grocery store shelves across the country from October 1, is made entirely from plants. It’s all very familiar to anyone who’s ever cooked up a burger.
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