Bleeding Vegan Burger
Following a “remarkable” reception, Beyond Meat’s Beyond Burger is readying for a nationwide expansion.
FoodNavigator recently spoke to Beyond Meat—makers of the new, much buzzed-about Beyond Burger—and shared that thanks to a “remarkable” reception, the plant-based burger is preparing for an expansion to Whole Foods Market by fall, and nationwide by the year’s end. The pea protein-based burger made headlines last month when it debuted at a Colorado Whole Foods location and sold out in an hour. Beyond Burger is the first vegan burger to “bleed” (using a mix of coconut oil and beet juice) and to be sold refrigerated alongside animal-based meat instead of frozen with veggie burgers—a deliberate tactic used to lure veg-curious meat eaters. “I’m not telling people not to eat meat,” CEO Ethan Brown said. “Telling consumers not to eat things they love, that’s a lousy way to run a business. I’m allowing them to continue eating what they love, which is meat, but have it to be meat from plants.” The company reportedly underestimated volumes “by a factor of 20,” prompting it to look into significantly scale production and expand the rollout of the burger.
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