Nestlé has announced its biggest move yet into the meat-free market, launching a new cook from raw plant-based burger in Europe, and unveiling plans for the United States.

Wayne England, the head of Nestlés food business, said: "These new burgers don’t compromise on flavour, texture and cooking experience. They underline Nestlés increased focus on tasty, authentic plant-based food. We believe this trend is here to stay, as consumers look at different ways to enjoy and balance their protein intake and lower the environmental footprint of their diets."

The Garden Gourmet Incredible Burger will launch in Europe from this April, first coming to Austria, Belgium, Denmark, Finland, Germany, The Netherlands, Norway and Sweden.

The Garden Gourmet Incredible Burger is 100% plant-based, with natural protein from soy and wheat. Natural plant extracts – beetroot, carrot, and bell pepper – help create the look of a beef burger before, during, and after cooking. The burger will be found in the chilled or frozen aisle, complementing Garden Gourmet’s existing range of products.

Beginning this fall, Nestlé will also roll out a cook from raw plant-based burger in the United States under the Sweet Earth brand, customized for the American consumer. Called the Awesome Burger, this new burger, to be sold fresh, will complement Sweet Earth’s existing veggie-centric burgers sold today.

Many consumers recognize that less meat in their diet is good for them and for the planet, the company notes, but plant-based meat alternatives often do not live up to their expectations. The new burgers, Nestlé says, allow even meat lovers to enjoy a veggie burger that hardly differs from a traditional burger. They are said to even make the sizzling sound of a regular beef burger during cooking.

Nestlé says it used its expertise in food to develop the new burgers, in line with its purpose of enhancing quality of life and contributing to a healthier future. They are the result of collaboration between culinary chefs, alternative protein researchers and local food experts at both Garden Gourmet and Sweet Earth.

England said: "We’re proud of our ability to make healthy and sustainable food accessible to everyone through our trusted brands. This includes plant-based food products under our Garden Gourmet range in Europe and the Sweet Earth brand in the U.S."