Pubco Marston’s will become the first national pub firm to put ‘bleeding’ vegan burgers on its menu as part of a £1m deal.



The B12 Burger, which aims to look, taste, smell and even bleed exactly like red meat – but is 100 per cent plant based – goes on sale today in its 413 food-led pubs.

Moving Mountains, the firm behind the burger, spent three years developing the product across 200 test versions, and states of the burger:

“The simple and main ingredients are a base of coconut oil which provides a fatty satisfying consistency, beetroot juice which allows a juicy ‘bleed’ at the centre of the patty, and plant-proteins and mushrooms that provide a succulent texture akin to the bite of meat."

It also says of the 18g plant protein patty that it is: “loaded with herbs, spices and packed with vitamin B12 for extra nutrients”.

Demand for such vegan burgers has been surprisingly high with the UK launch in Tesco of the US-based Beyond Burger brand – which produces a similar ‘bleeding’ burger . The product had to be shelved however, due to the company struggling to keep up with supplies in the States.

It is claimed there are more than 20 million ‘flexitarians’ now in the UK – those who enjoy but seek to reduce the amount of meat they eat.

Speaking about the product, Nicola Arrow, Marston’s senior food development manager, said: “We have listened to our customers and taken the growing demand for healthier and alternative options across the pub sector as a great opportunity to develop and update our menu.

“The Moving Mountains B12 Burger not only caters to our vegetarian and vegan customers but also to those who are trying to make more conscious health or ethical choices when eating out.”

Have you tried the burger? Let us know your thoughts on social media @inapub #bleedingburger