US fast food chain tests meat vegetables
Answer to vegan hype
"It's not a PR stunt," assures an Arby's spokesman on Monday upon request. Founded in 1964 in Ohio and with 3300 branches, the chain still tries out its meat vegetable creations in the test kitchen, but the whole thing is supposedly not meant as a joke. "We intend to sell them in our restaurants," says the spokesman. "We're working on it right now."
"If others can make meat from vegetables, why shouldn't we be able to make vegetables from meat," asks Arby's marketing director Jim Taylor in the company blog. A first product - a turkey breast carrot called "Marrot" - has already been presented. Meat substitute products ultimately only tried to make vegetables look like what Americans really wanted, says Taylor: "Delicious meat.
It remains to be seen whether Arby's will really pull through the action or just want to cut a short slice of the current hype.
The "Megetables" of the chain with the slogan "We have the meat" would probably be trustworthy. But whether it can thus build on the success of the vegan vertical takeoffers? One thing's for sure: Other chains - from TGI Fridays to White Castle to Burger King - are ripping for the vegan burgers of Beyond Meat and its rival Impossible Foods./hbr/DP/stk (dpa)
Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.
Most read news
Other news from the department business & finance
Get the food & beverage industry in your inbox
From now on, don't miss a thing: Our newsletter for the food & beverage sector brings you up to date every Tuesday and Thursday. The latest industry news, product highlights and innovations - compact and easy to understand in your inbox. Researched by us so you don't have to.