Both Burger is a 50% grass-fed beef and 50% all-natural veggie hamburger that is advertised as being delicious, nutritious and sustainable. The burger and packaging was created with carnivores in mind who care about their health and the environment, but who are not ready to give up eating meat altogether.
This flexitarian, as opposed to vegetarian, approach is reflected in the bold split-colour identity of the brand and its packaging. It is also highlighted by their brand name and storytelling, where consumers are enticed by the burger’s description as BOTH meat and plant, BOTH good for your heart and good for the planet.
In addition to grass-fed beef, the burger includes roasted mushrooms, caramelised onions, cauliflower, broccoli and garlic. Differentiating itself from plant-based alternatives, the brand uses slogans like “Born in a kitchen, not in a lab”.
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