For weeks, the Fleischersatzburger were sold out by Beyond Meat at Lidl. Now the food discounter wants to become a hype with its own brand. Can this work?
After all, you have to leave that to the product developers at Lidl: they make no secret of who they copied their latest private label from. “Following the success of the two ‘Beyond Meat Burger’ promotions, Lidl has developed the next level ‘Next Level Burger’ under the Next Level Meat brand,” the food discounter said on Monday.
This refers to a vegan burger pattie consisting of vegetables, pea, soy and wheat protein and beetroot juice. Following the example of the hyped US startup Beyond Meat, the meatball substitutes should come very close to an ordinary meat pie, both visually and in terms of taste. The next level burger will be offered in a 227 gram pack for € 2.99 starting this Thursday in 3,200 Lidl stores throughout Germany. And indeed “permanently”, as the food discounter stressed.
Lidl is reacting to one of the major nutrition trends in the first half of the year: Fleischersatzburger. Unlike ordinary vegetable patties, they look a bit like a lump of meat. They consist mainly of pea protein mass and have been developed for years in the laboratory, without even slaughtering a cow. It’s not just vegans. Above all, passionate meat eaters have discovered appropriate products for themselves, as they obviously not only taste good, but also facilitate the conscience.
The hype was mainly fueled by the US startup Beyond Meat. When the company offered its patties packed in light brown and green cartons for the first time in Germany at the end of May, the shelves of many supermarkets were cleared, even a few minutes after the store opened. Because of the high demand Lidl occasionally attracted even the anger of its customers.