Grocery stores are cluttered with plant-based “beef” burgers. Could plant-based “turkey” burgers be the next big thing?

Consider it a bit of dietary “inception.” For years, we’ve heard advice about eating less red meat—either for health or environmental reasons. For burger lovers, this sometimes meant swapping out a beef burger for a turkey burger. Of course, that was before the more recent boom in plant-based burgers. Nowadays, the growing flexitarian movement means people are more likely to swap their beef patties for trendy choices like the Beyond Burger or Impossible Burger. But what if you’re a wannabe flexitarian who already got hooked on turkey burgers? Now, Dr. Praeger’s, already popular for its vegetarian frozen foods, has gone one step deeper: The company just released a meatless “turkey” burger.

Dr. Praeger's Perfect Turk'y Burger packaging
Credit: Dr. Praeger's

The new Perfect Turk’y Burger is billed as having “the look, taste, and texture of your favorite turkey burger, without the meat and made only with clean ingredients.” The plant-based, gluten-free, soy-free, and non-GMO project-verified patties are made primarily from pea protein, but also contains carrots, sweet potatoes, and butternut squash.

“At Dr. Praeger’s we’re always innovating and looking to create new products that fill the needs of our ever-evolving community,” CEO Larry Praeger said in the announcement. “As the average consumer seeks out more options for meatless protein with real ingredients, we knew it was time to expand our Perfect product line. With few other meatless ‘turkey’ burgers on the market, we knew we needed to deliver. I’m proud to say the Perfect Turk’y Burger now offers variety to the lineup to add an extra meat’y option to help Americans easily consume less meat while still eating clean and getting their vegetables in.”

Sure, the over-25-years-old Dr. Praeger’s brand may not have the modern cachet of the aforementioned Beyond Meat and Impossible Food brands, but the company has been looking to keep up with the rest of the plant-based boom. Last year, they launched their plant-based “beef” alternative, “Perfect Burger,” but that product arrived in an increasingly cluttered market. Turkey burgers may seem like a niche item in comparison, but a turkey-free “turkey” burger might be an opportunity to stand out in the crowd while also harkening back to the golden days of Tofurky. And, clearly, Dr. Praeger's have pretty much cornered the “I want turkey burgers for Thanksgiving but not real turkey burgers—just vegetarian turkey burgers” market (if there is one).

Perfect Turk’y Burgers are sold in two-packs of frozen patties with a suggested retail price of $4.99. The company says you can find them at grocers nationwide, including Kroger, Jewel Osco, HEB, Stop & Shop, Sprouts, Publix, Wegmans, ShopRite, Fresh Thyme, Lunds & Byerly's, and more.