Lightlife Foods’ Lightlife Burger and Lightlife Ground protein alternative products are available, starting this month, in the meat section of grocery stores across North America.
Lightlife Burger and Lightlife Ground will be sold at stores including Acme, Albertsons, Haggen, Jewel, Pavilions, Safeway, Vons and Wegmans as well as hundreds of natural foods stores in the U.S.
Other U.S. retailers will begin carrying the new Lightlife products throughout the summer. Whole Foods will begin selling Lightlife products in July. In Canada, these items will be on shelf in more than3,400 stores, including Federated Co-op, Loblaws, Longo’s, Metro, Save-On-Foods and Sobeys.
“This launch is very exciting time for the business and the brand,” said Dan Curtin, president of Greenleaf Foods, parent company of Chicago-based Lightlife Foods. “We’ve said it before: we didn’t join the plant-based category overnight—we’ve long been pioneering the industry. With this in mind, it’s wonderful to be able to see years of expertise, innovation and passion come to fruition when this groundbreaking product hits shelves this month.”
Lightlife Burger leads a new pea protein-based product line that also includes Lightlife Ground, Lightlife Bratwurst Sausage and Lightlife Italian Sausage. The bratwurst and Italian sausage products begin hitting shelves in May at select retailers.
According to Lightlife, the new line offers the taste, texture, aroma and appearance of traditional meat, but is made of plants. Free from GMOs, gluten, soy and artificial flavors, the line targets those who want to reduce their meat consumption as well as vegetarian or vegan consumers.
The Lightlife Burger has 20g of pea protein with 0g of cholesterol and only 2.5g of saturated fat in a quarter-pound patty, compared to 80g of cholesterol and 9.3g of saturated fat in a quarter-pound patty made from traditional beef. Because it’s made to grill, cooking the burger over an open flame enriches the tender, beefy texture, the company says.