HOLTEN, Netherlands – Vivera, a plant-based protein production company based in Europe, announced its latest creation, the Veggie Quarter Pounder. The plant-based patty is designed to appeal to vegans, vegetarians and flexitarians.

The company said the product is high in protein and is a source for fiber, iron and vitamin B12. Sainsbury’s supermarkets in the United Kingdom will sell the Veggie Quarter Pounder starting Oct. 6.

“We expect a large market potential for our ‘Veggie Quarter Pounder’ due to its superior taste and structure. The smell, taste and bite can hardly be distinguished from an Aberdeen Angus beef burger,” said Gert Jan Gombert, commercial director of Vivera. “We are convinced that this product will meet a large need. For a growing group of consumers, the benefits of eating less meat is key. British retailers and consumers are on the forefront of adapting high-quality meat alternatives.”

Vivera has marketed 40 different meat alternative products and currently produces more than 1 million plant-based products per week.