Arby's Created a Meat "Carrot" Called the 'Marrot'
Laura McQuarrie — June 27, 2019 — Marketing
With many burger chains and food brands launching incredibly realistic meat-like products that are made entirely from plants, Arby's created a meat carrot or the 'Marrot' to poke fun at this phenomenon. According to Arby’s Brand Executive Chef Neville Craw, "Our CMO Jim Taylor called me on a Saturday, which is not unusual for him. He says, ‘everybody’s trying to turn something that’s plant-based into meat. We’re Arbys, we should be thinking of it the other way: can we turn meat into vegetables?’"
The meat-based imitation plant is made with a raw, skinless turkey breast that's cut into strips and rolled into a conical carrot shape and seasoned with salt, pepper and a blend of herbs. From there, the Marrot's exterior texture is roughened and is finally placed in a sous-vide bath.
The meat-based imitation plant is made with a raw, skinless turkey breast that's cut into strips and rolled into a conical carrot shape and seasoned with salt, pepper and a blend of herbs. From there, the Marrot's exterior texture is roughened and is finally placed in a sous-vide bath.
Trend Themes
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Meat-based Imitation Products — Brands can create more meat-based imitation products to make fun of or appeal to the growing plant-based food market.
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Innovative Food Shapes — There is potential for brands to experiment with unconventional food shapes to create fun and memorable menu items.
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Reverse Food Innovation — Brands can explore the reverse of popular food trends to create unique and novel products.
Industry Implications
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Fast Food Chain — Fast food chains like Arby's can create meat-based imitation products to appeal to those who are looking for a fun and meat-centric alternative to plant-based options.
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Meat Processing Industry — With the growing demand for unconventional meat products like the 'Marrot,' there is potential for meat processing companies to create more novelty meat products.
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Food Packaging Industry — With the rise of unconventional food shapes like the 'Marrot,' there is potential for innovative food packaging companies to create unique packaging solutions to match.
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