Beyond Meat has announced that its award-winning Beyond Steak has launched in Belgium for the first time.
In a LinkedIn post, the brand revealed that the product is now available at Delhaize, one of the country’s leading supermarket chains. Over 250 Delhaize stores are stocking the plant-based steak.
Delhaize has been offering Beyond Meat products since 2019, when it first listed the Beyond Burger. The brand’s Smash Burger, Chicken Burger, and Tenders are also available at the retailer.
The launch comes six months after Beyond Steak arrived in the UK, where it received a gold award in the esteemed Casual Dining Innovation Challenge 2023. The judges described the product as a “sustainable gamechanger”, praising its high protein content and low saturated fat levels.
“Resonating with consumers”
Beyond Steak was first introduced in 2022, rolling out at Kroger and Walmart stores US-wide. The product was named one of the year’s best inventions by TIME magazine, and the following March, it won the National Restaurant Association’s Food and Beverage Innovation Award.
Beyond Steak saw a major US expansion last July, and is now available at 14,000 retail locations across the country. This includes Whole Foods Market, Publix, and Wegmans. The product also became the first plant-based meat to be certified by the American Heart Association’s Heart-Check Program last year.
The Belgian launch comes as Europe continues to be Beyond Meat’s strongest market, with considerable sales growth in the region.
“We are pleased by all the momentum around Beyond Steak as it validates the product’s delicious taste and compelling nutritional benefits,” said AK Oghoghomeh, SVP of Global Marketing at Beyond Meat, last year. “Recent data from a regional [US] chain showed that more than 50% of households that bought Beyond Steak were new to the plant-based meat category and 2 out of 3 households repurchased Beyond Steak, reinforcing that this is a product that is resonating with consumers.”
