In the first few weeks of 2020, the British supermarket chain Iceland launched its latest vegan product, a steak made of mushrooms, which is already tasting similar to meat.
No Bull Mushroom Steak fits in well with the trend that more and more meat-based or meat-like products are being made on the market. Just think of the Next Level Burger product introduced earlier in Aldi or Lidl, or Pulled-Port, which is distributed by To-Jo Mushrooms.
The No Bull Mushroom Steak costs just £ 2 and comes with 2 slices of 113 g in one box, at a very competitive price. The product contains 75% mushrooms, tomato concentrate, sunflower oil, flour, thickeners and spices.
According to the recommended usage, it can be prepared in an oven and, of course, on the grill and consumed in the same way as traditional hamburger meats.
This “hamburger meat” is not the only product in the Icelandic supermarket chain specifically intended for vegans. In addition, they provide a variety of vegetarian ingredients and ready meals containing gluten (soya) or soy.
Looking at trends from a larger perspective, thanks to the dynamic growth of the vegan lifestyle, these plant-based products are now available in almost every major supermarket chain in the Western European and American markets. it is especially gratifying to see more and more mushroom food products appearing in this segment.
