19 Feb 2021 — The Dutch Weed Burger is launching two of its seaweed-based meat options, Weed Burger and Weed Dogg, at 300 nationwide Albert Heijn grocery store chains subsequent week.
The Weed Burger patty is produced from protein-rich, salty soy chips and enriched with Royal Kombu. Its Weed Dogg counterpart is predicated on meaty toasted peas and blanched oyster mushroom, making a texture harking back to a bratwurst.
The seaweed utilized in The Dutch Weed Burger’s choices is sustainably cultivated at Oosterschelde Nationwide Park, the primary natural seaweed farm within the Netherlands.
Taking inspiration from sailors’ tattoos and the ocean, The Dutch Weed Burger commissioned a tattoo artist to design the vegan burger and sizzling canine’ packaging.
“The meat aisle is shrinking and plant-based is rising: nice information for the revolution for positive,” Mark Kulsdom, founding father of The Dutch Weed Burger, tells FoodIngredientsFirst.
“I hope folks perceive the influence of our meals decisions, the significance of conserving the biosphere various, and that the pandemic has all the pieces to do with residing wholesome life.”
A brand new market venue
The plant-based firm launched in 2012, promoting its algae meat analogs in meals vehicles at festivals and distributing through its personal and native eating places.
“For our enterprise, [the launch at Albert Heijn] means loads as a result of the markets we had been partaking in are down because of the pandemic,” says Kulsdom.
“We’re glad and humble to comprehend we now have entrance to it and are alive and kicking with our model – however foremost our plant-based mission.”
Plant ahead with seaweed
Innova Market Insights pegged “Plant Ahead” as its second top F&B trend for 2021, predicting the rising mainstream enchantment of plant-based meat and dairy options will drive growth to totally different areas and classes this 12 months.
Albert Heijn’s vegan meat aisle is already well-stocked with patty, sausage and steak options, however Kulsdom affirms whereas most corporations look to copy meat textures and flavors, his firm doesn’t.
“Bringing seaweed notes in a shocking mixture with different taste makers is what we’re after. I feel the truth that we reward vegetation makes an enormous distinction between different manufacturers as effectively.”
Kulsdom provides The Dutch Weed Burger’s fanbase is strengthened by years of touring meals and music festivals, its personal restaurant and plenty of media consideration, “so all that work ought to make us distinctive.”
A Leiden-based tattoo artist created the graphic design to carry the seafaring idea to life.
The packaging depicts seaweed leaves in cool shades of blue and turquoise in opposition to a black background. Different refined nautical components embody a trident rather than a fork and ship ropes.
To make sure the merchandise’ flavors and eco-credentials would stand out on-shelf, The Dutch Weed Burger carried out a client survey ten months previous to its retailer launch.
“Folks reply actually in another way to seaweed as it’s fairly unknown. Because it’s a brand new product, you want acquainted phrases to explain it taste-wise, however that’s troublesome.”
The successful phrases had been “umami grasp” for the Weed Burger, “smokey sausage” for the Weed Dogg, accompanied by the corporate’s motto “Eat Weed Reside Lengthy.”
To additional familiarize the merchandise, scanning an on-pack QR-code yields a variety of preparation suggestions and recipes.
No goal customers
Representing model identify and identification is “simpler with a meals truck at a pageant than with a retail package deal,” Kulsdom explains.
When requested how the packaging design represents the product vary and its goal customers, Kulsdom replies:
“We don’t have goal customers. I feel it’s degrading to simplify actual folks into consuming archetypes. Within the case of vegan meals, it doesn’t work as a result of folks make decisions primarily based on their morals and ethics. That isn’t restricted to sure goal teams.”
Not that form of weed burger…
Contemplating the Netherlands is understood for its hashish tradition, The Dutch Weed Burger has seen many customers through the years confuse its “weed burgers” with marijuana-enriched patties.
“When somebody got here as much as us at festivals, we used to say, ‘Yeah man, we [use marijuana in our burgers], however the group confiscated all these burgers. We do have some burgers left with seaweed, although,’” the corporate muses.
By Anni Schleicher
This function is offered by FoodIngredientsFirst’s sister web site, PackagingInsights.
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