Available today (12 November) in 350 stores across the UK, The Beyond Burger is priced at £5.50 and will be sold in the chilled meat aisles alongside animal-based proteins.
Beyond Meat has been tapping the UK’s growing appetite for plant-based proteins after launching its products in UK pub chain All Bar One earlier this month, as well as Honest Burger outlets in London during the summer.
“We see the growing global demand for delicious, plant-based proteins and are excited to serve that demand in the UK with the revolutionary Beyond Burger,” said Seth Goldman, Beyond Meat’s executive chair. “Bringing our innovative approach to merchandising to the UK, Tesco will sell The Beyond Burger in the chilled meat aisle alongside animal-based proteins.”
Meanwhile, Tesco’s prepared foods selling manager Martyn Doble said The Beyond Burger was one of the most eagerly anticipated food launches of the year.
“We believe that this fantastic-tasting patty will be a real game-changer for anyone considering going vegan or trying a flexitarian diet,” said Doble. “The most common reaction from those who have tried it is that they cannot believe it is made from plants.”
Initially, the product was meant to be available in August, but Beyond Meat revealed to GlobalMeatNews that production demand had forced the business to delay the launch.
“We’re seeing much higher-than-expected demand for the Beyond Burger in the US, and even in the few places where we’ve placed it in the UK (such as Honest Burgers at King’s Cross), we are seeing higher-than-expected demand,” said a Beyond Meat spokesperson.
“We will be sure to have enough product to keep the shelves full.”
The Beyond Burger’s meat-like texture is a blend of simple plant-based ingredients, including pea protein, beetroot, coconut oil and potato starch.
Beyond Meat also claimed that its Beyond Burger had more protein than a beef product and had less total and saturated fat, as well as no gluten, soy or genetically modified organisms (GMOs).