Marfrig launches global brand for plant-based meat products
Marfrig intends to open the global market for one of its plant-based meat products starting next year. A gourmet hamburger was launched at the beginning of the week in Brazil under the brand Revolution. Starting next year, Marfrig intends to export the veggie burgers. The company did not disclose how much it will spend to promote the brand.
In August, Marfrig announced a joint venture with US company Archer Daniels Midland (ADM) to create a range of plant-based products. The first product, the "Rebel Whopper" burger is already being sold in Burger King restaurants in Brazil. Revolution is going to be the second plant-based product launched by Marfrig, who is targeting a market opened already by startups such as Beyond Meat and Impossible Foods.
Lately, other meat giants in the world such as Tyson Foods and Vion have presented their own plant-based products following a growing trend in the market.
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