Beyond Meat is moving beyond burgers and sausages.
The company has announced it will introduce a new ground beef substitute, called “Beyond Beef” next Monday, June 24. The plant-based product will reportedly marbleize and tenderize just like the traditional kind. It will be carried in major grocery chains including Wegman’s, Whole Foods and select Kroger stores.
The new product is a departure from the pre-formed patties and sausages the company has historically distributed, in that it allows consumers to use Beyond’s products in a wide range of home recipes, from meatballs to tacos to bolognese sauce.
Sold in one pound packages, Beyond Beef is made of a mix of pea, mung bean and rice. The company says it still has the meat-like consistency that has made the burgers a hit with consumers.
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Roughly 3 years ago, the @wholefoods on Pearl St in Boulder was the first grocery store to put the Beyond Burger in the meat section. The rest is history. We wanted to get back to our roots and show our appreciation to the place where it all began with a little sneak preview. Starting today, the WFM Pearl Street location will be the first grocery store to offer #BeyondBeef. Come be among the first to try this delicious new product that delivers the versatility, meaty texture and juiciness of ground beef with less of the baggage! As for the rest of us, it’s time to BEEF up those summer plans… news about the larger nationwide expansion is coming!
The new product comes roughly a week after Beyond Meat introduced a new patty that featured the same marbleization effect.
Beyond Meat went public last month, with the best debut of 2019. The company’s product have been embraced by a variety of restaurant chains, eager to capture consumer excitement for a healthy burger alternative that doesn’t sacrifice taste or texture. (Arby’s has been a notable exception.)
Fred Meyer, HEB, King Soopers, Mariano’s, Ralph’s, ShopRite and Safeway locations in Northern California will also carry Beyond Beef.
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