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October 30, 2019 - Burger King is to roll out a plant-based alternative to its signature burger across Europe in 2020. Europeans consumed more than 71kg of meat per capita last year, up from 65kg in 2000, according to OECD figures.
Two plant-based meat offerings -- the Rebel Whopper and the Rebel Chicken King -- arrived in Sweden over the summer. Burger King will now introduce the Rebel meals across Europe, Jose Cil, chief executive officer of parent company Restaurant Brands International Inc., told Bloomberg on Monday.
The burger chain said that it developed the Rebel menu items for the Swedish market with Vivera, a Dutch producer of plant-based alternative meat products.
Globally, the alt-meat market for cultured meat could grow from less than $14 billion today to be worth $140bn by 2029, according to Barclays. The analysts reckoned there was a more significant market opportunity for plant-based alternatives, boasting a combined market size to 28 per cent, or $390bn by 2030.
A study of the global agriculture, food, and meat industry by A T Kearney, a management consulting firm, concludes that nearly half of worldwide agricultural production is required to feed the livestock population. Just 37 per cent goes directly for human consumption.
Global population -- which was around 7.6 billion in 2018 -- is projected to increase to about 10 billion in 2050. A massive amount of food is required to sustain this many people.
The A T Kearney study points out that a plant-based diet could feed around twice as many humans with today’s global harvest if we did not feed livestock but rather consumed the yield ourselves.