# Meat-Free Heat-and-Eat Burgers The Rustlers Meatless Maverick Has a Plant-Based Recipe By Michael Hemsworth | Published 2021-10-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/rustlers-meatless-maverick References: [foodbev](https://www.foodbev.com/news/rustlers-announces-plans-to-launch-plant-based-burger/) & [rustlersonline](https://rustlersonline.com)  Picking up a plant-based burger in the UK just got a whole lot easier thanks to the news of the Rustlers Meatless Maverick that is positioned to offer consumers 100% flavor with 0% beef. The burger features a patty made using pea protein and is topped with its signature quarter pounder sauce along with cheese. The burger is being launched into Tesco, Booker Group and One Stop locations in the UK where it will be priced at £2. Chief Marketing Officer of Kepak Group Adrian Lawlor commented on the new Rustlers Meatless Maverick burger saying, "Research shows there is a perception that products within the meat-free category require long cooking times with not much in the way of tasty, quick and treat options. Meatless Maverick will offer a meat-free alternative to Rustlers whilst bringing the taste, convenience and quality credentials associated with the brand to the audiences we have defined – moderate meat reducers, committed meat reducers and moderate vegetarians.” ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 32% | Activity: 60% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Plant-based Convenience Foods:** Opportunity for brands to offer quick and tasty meat-free options to meet the demand of consumers with busy lifestyles. - **Pea Protein:** Opportunity for companies to innovate with pea protein as a versatile and sustainable plant-based ingredient. - **Meat-free Alternatives:** Opportunity for brands to cater to the growing number of consumers who are reducing or eliminating meat from their diets. ### Who This Affects Most - **Food Manufacturing:** Opportunity for food manufacturers to create and market tasty, plant-based convenience foods that resonate with busy consumers. - **Plant-based Protein:** Opportunity for companies to invest in the production of sustainable, versatile plant-based protein sources like pea protein. - **Retail:** Opportunity for retailers to offer a wider variety of meat-free alternatives to meet the growing demand from health and environmentally conscious consumers. ## Related on Trend Hunter - [Restaurant-Inspired Prepackaged Burgers](https://www.trendhunter.com/trends/rustlers-burgers.md) - [Meatless Food-to-Go Burgers](https://www.trendhunter.com/trends/rollover-meatfree-burgers.md) - [African Cuisine Chicken Burgers](https://www.trendhunter.com/trends/peri-peri-chicken-burger.md) - [Plant-Based Beef Patties](https://www.trendhunter.com/trends/this.md) - [Fermented Rye Plant-Based Burgers](https://www.trendhunter.com/trends/super-grain-vegetable-burger.md) - [Flavorful Veg-Forward Burgers](https://www.trendhunter.com/trends/juicy-marbles.md) - [Pickle-Packed Microwaveable Burgers](https://www.trendhunter.com/trends/pickle-relish-cheeseburger.md) - [Mushroom-Based Restaurant Burgers](https://www.trendhunter.com/trends/the-beef-free-boy.md) - [Quarter-Pound Meatless Patties](https://www.trendhunter.com/trends/steakhouse-style-burger.md)