The Beyond Burger’s imminent UK launch has been postponed indefinitely due to product shortages. The much-publicised Beyond Meat patty had been expected to arrive in Tesco this month.
Beyond Meat Executive Chairman said that higher than expected demand meant the company didn’t have the required stock and added, “We are taking steps to make sure that when we do launch, we will be sure to have enough product to keep the shelves full.”
The realistic plant-based patty has received widespread publicity internationally and has been stocked in some stores alongside animal meat products in a bid to appeal to meat-eaters and flexitarians. In some US outlets it was so successful that it actually out-sold beef products. The Beyond Burger was due to be introduced into 350 Tesco stores later in August and was widely anticipated.
The decision to halt its launch comes in spite of the opening of their new production facility which is set to triple production. The announcement comes as a surprise following Beyond’s plans to expand in 50 countries across Europe and worldwide. Watch this space.