We liked the new veggie burger when we tried it. So did everyone else, apparently.
Credit: Arielle Weg

Up until recently, unless you were making your own, veggie burgers were mostly frozen patties made from soy, veggies, or some combination of the two.

But as the plant-based trend has grown, more and more consumers are cutting meat from their diets, and companies are scrambling to come up with the next big meat alternative.

Recently, veggie burgers like the Impossible Burger and Beyond Burger have started to “bleed” (often with help from beet juice or similar ingredients). "Meaty" ingredients like protein from peas, wheat, and potatoes, have replaced the soy and veggies we knew and loved.

So, in February, when a new "beefy" burger by Don Lee Farms came to the market, sold exclusively at Costco stores, we gamely decided to taste them against the other beef-like veggie burgers. And we liked them. In a side by side taste test, we preferred Don Lee Farms’ burgers over either the Impossible burger, or the Beyond burger. Our editors rated them eight out of 10 when asked if they would eat them again.

It turned out we weren't alone. The burgers quickly became the fastest growing product in its category, selling more than one million in less than 60 days, according to a press release.

“Interest in our Organic Plant-Based Burger has just exploded,” Donald Goodman, President of Don Lee Farms said in the release. “We are just keeping up with demand and are implementing plans to expand distribution every week.”

The ingredients are fairly simple including soy, oats, flaxseed, coconut oil, and beet powder. The burgers don’t resemble meat quite the same way other popular bleeding brands do. But according to VegNews, there are plans to expand the frozen plant-based burger beyond Costco to additional retail outlets and restaurants in the coming months.