The XXXburger was our first vegan collaboration. It was the start of the vegan burger race among the big brands in 2018. Each Chain wanted to offer a full vegan build, but also different and unique.
Innovate had just launched its Own Brand Portobello Mushroom and Beetroot Burger (our first vegan line) and that was something XXXburger could see working for them. The challenge was that it performs just like their real meat patties, cook to their signature specification and meet their USP delivery.
We took into consideration heat, cook time, moisture loss and desired texture of the patty which was made up entirely of vegetables, pulses, and mushrooms; but made it behave like a real beef patty.
It quickly became obvious our own original concept patty was so “on the money” we required only three visits to our Clients local restaurant for trials before it was signed off…. if only all were that simple!
The vegan patty was successfully launched nationwide to The Alternative Burger Menu in Summer 2018. The product ran for two years, but may make a return in 2023.
This was our first Vegan QSR (Quick Service Restaurant) line.
