The Iceland No Bull vegan burgers were eagerly anticipated thanks to the PR machine going into overdrive on social media.
Sold as being “meat-like” and being “bloody” (well beetroot juice bloody anyway), they were marketed as vegan burgers for those who miss meat – or vegan burgers for non-vegans I guess.
I fell into the “why do you want it to look like meat?” camp when I first heard about them. But, as others pointed out online, new vegans and vegetarians may miss the texture and look of meat and want something a little more authentic than seasoned vegans such as yours truly.
I do like the rustic packaging – that gives it a “meat feel” from the word go – but plain, to me, says “better for the environment” more than anything else – so that’s a thumbs-up.
I also like the ingredients list – which, for a processed food item, is pretty small really – that, to me, suggests less nasty additives, which is always a good thing.
At £2 for a pack of two quarter pounder burgers, the price is right too. By their size, the four to six- minute cooking time quoted on the pack is optimistic at best. I’ll try cooking them in the oven next time as there’s a real risk of burning the outside before the middle is done – I had to microwave mine to add heat.
They certainly look and taste meaty. I can’t remember what a beef burger tastes like, but I doubt it’s as good as this. It does look red too – it doesn’t exactly bleed, but it does look like a meat burger – whether this is a good or bad thing is up to the individual.
They’re both tender and succulent and they really do melt in the mouth – without falling apart while cooking – an issue with some veggie burgers.
The important thing is it’s a substantial meal and while it looks and tastes rustic, it packs a flavour punch way beyond its bargain price tag. They have a hint of spice and you can’t taste the beetroot – although I’m sure it adds to the overall flavour of the impressive meal.
I bought mine from an Iceland Food Warehouse and was impressed by their vegan selection – as well as these and the usual Linda McCartney offering, they had a few Frys and vegan Quorn products as well as the new vegan-friendly Indian range recently introduced.