Australian meat-free burger launches at Coles as flexitarian market grows

Coles is bolstering its plant-based product range by introducing two new meat-free burger brands to its stores.

Ahead of National Burger Day on May 28, Coles will begin selling burgers from Australian brand The Alternative Meat Co. and will also increase the number of stores stocking the Beyond Burger from LA-based food company Beyond Meat.

Coles aims to meet the demands of flexitarians through its new product launches, with sales results showing that most buyers are in fact existing meat-eaters.

“Our customers are becoming more and more interested in plant-based foods, but people are not so much switching to a full vegetarian diet – they’re substituting veggie options a couple of times a week,” said Coles Category Manager for BBQ, Harriet Wischer.

The Alternative Meat Co range

“We launched the Beyond Burger late last year in all our New South Wales stores and had nearly 1,500 new customers in the first 10 weeks – two-thirds of these customers were existing BBQ meat shoppers.”

The introduction of the two plant-based burgers addresses the global trend towards decreasing meat intake. Research by market intelligence agency Mintel showed that 34 per cent of meat-eaters in the UK reduced their meat intake in 2018, with more than half (56 per cent) of UK adults eating vegetarian or meat-free foods in the six months to July 2018. This is compared to 50 per cent of adults in a similar period the previous year.

Made from pea protein, the Beyond Burger has become popular for its meat-like texture and flavour. The Alternative Meat Co. is part of NSW-based parent company Life Health Foods. Its burgers are plant-based, high in protein, and free from preservatives and artificial flavours.