Kepak will launch a meat substitute burger as part of its Rustlers chilled burger brand, as the supplier looks to tap into the growing plant-based market.

Rustlers Meatless Maverick will launch in One Stop and Booker in November in cases of four with an RRP of £2. Made with pea protein, it is intended to mimic Rustlers’ bestselling Quarter Pounder variety.

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Its launch comes as the meat-free category, worth £648.4m, is in over 20% growth, with 27% of consumers who have never purchased a free-from or meat alternative product planning to do so in future.

According to Adrian Lawlor, Kepak’s chief marketing officer, price and taste are the most prominent barriers to trial for the plant-based category, which the new burger is well-positioned to overcome.

“The meat free movement has rapidly accelerated growth of the category, which is being driven by flexitarians as consumers seek more balance in their diets,” he said.

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“Research shows there is a perception that products within the meat-free category require long cooking times with not much in the way of tasty, quick and treat options. Meatless Maverick will offer a meat free alternative to Rustlers whilst bringing the taste, convenience and quality credentials associated with the brand to the audiences we have defined – moderate meat reducers, committed meat reducers and moderate vegetarians.

“Meat mimicking products tend to carry a price premium vs the equivalent meat version, which acts as a deterrent. The Meatless Maverick burger will be available at the same accessible price point as our meat products (£2 RRP), appealing to the 52% of people who find affordability a challenge when committing to a plant based lifestyle.”

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