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Why Arby is testing meat products that look like big carrots



The new marketing plan highlights Arby's meatless credentials and strengthens his slogan: "We have the meat."

The company says that it has produced a new meat-vegetable-hybrid food category called "یterables ". There is an obvious troll to their fast food rivals, including Burger King, McDonald's ( MCD ) and a dozen others who add plant-based meat alternatives to their menus .
Arby's has no immediate plans to sell their crazy new concoctions in the stores, and the blog post that advertises for love reads the tongue in the cheek. But an Arby spokesman said that the concept is "not a joke at all."

Only from Arby's test kitchen is "Marrot", a turkey breast meat cut cut in the form of a carrot. It is so sous vide for an hour and rub into a "special carrot marinade" made from dried carrot juice powder. It is then topped with a maple syrup powder, baked for an hour and topped with parsley to "give it the full carrot effect," Arby said.

Arby argues that it is healthy too: A marrot has 70% of the recommended daily dose of vitamin A and more than 30 grams of protein, the company says.

"Plant-based meat is the latest incarnation of making vegetables look like what Americans really want, which is great, tasty meat," said Jim Taylor, Arcy's chief marketing officer at the company's blog.

Beyond Meat ( BYND ) and Impossible Foods have both developed plant-based meats that taste and cooks resemble real meat.

Arby said it is developing other "protein-packed vegetables."

"We want to continue innovating in meat vessels that never existed before in ways that are surprising and delicious and surpass the expectations of what you can get through a drive through," Taylor said.

  The meatless burger revolution is just under way
Arby has publicly promised in the past not to add false meat to the menu. Inspire Brands-owned company said it was not interested in selling Impossible Foods products, noting that "the chances we will bring plant-based menu items to our restaurants, now or in the future, are completely impossible."

It's the bucking trend, as interest in plant-based protein is increasing. Meat lovers are looking to diversify their diets to be healthier and reduce their impact on the environment.

The tip has been a blessing to Beyond Meat. The company's share has increased more than 500% since it was published in May.

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