How would you describe the taste of the Moving Mountains burger? Have you tried to create something similar to meat or rather come up with a completely new, unique flavour?
To whet the appetite of meat eaters and flexitarians and provide a viable yet sustainable alternative to traditional beef burgers, the Moving Mountains burger had to genuinely replicate the taste, texture and experience of animal meat.
Although made from 100% raw plant “meat”, the Moving Mountains burger looks just like a regular meat patty. When cooked on a BBQ, it sizzles, smells and browns just like the real thing. And just like a regular burger, when perfectly cooked, the Moving Mountains burger bleeds through the middle — with beetroot juice instead of animal blood.
At the moment, we are working on of the fatty and iron notes to bring our product even closer to perfection. We collaborate with sensory analysts to make sure that its taste, smell, texture and look are 100% identical to the classic version.
What makes us different from other plant-based food brands is that while appealing to the vegetarian and vegan community, the brand targets the growing flexitarian market — people looking for quality meat-free products that taste good enough to convert even the most committed carnivores.
Is your entire production facility based in Great Britain? What is your current capacity, how many burger patties per month can you currently produce? Does it cover the existing demand?
We have production facilities in Great Britain and The Netherlands, where we have the latest high tech machinery to manufacture over 3 million burgers a month. The demand is increasing each month and with recent internal investment into our machinery, we are able to serve this demand and keep all customers satisfied.
How much more expensive is the Moving Mountains burger compared to a meat-based analogue? Are you considering any price change as you expand your reach?
In restaurants, burger joints and cafes, where the Moving Mountains burger is currently available, the price and nutritionals stack up to hold their own against a regular quarter-pounder burger and offer.
Obviously, there are numerous value-adding factors which should be considered when it comes to the price: Moving Mountains burger has zero cholesterol, is free from antibiotics and hormones, contains 25g of pure plant protein and only 180 calories per patty compared to 260 calories in the average beef patty.
Over time we expect the price of the raw materials to become more competitive and impact the price of our products accordingly.