Whether the timing is a coincidence, or intentionally planned to coincide, the news that Beyond Burger will be finally available in UK supermarkets comes just a few days after it was announced that their fellows in “realistic” plant-based meat, Impossible Burger, will launch to retail in the US from next year.
Beyond Meat’s famous vegan burger which “bleeds” beetroot juice and is said to cook just like a meat-based patty, was originally intended to arrive into Tesco stores this August, however due to unprecedented demand, the company decided to delay their European expansion until production capacity was increased.
Beyond is known to aim their products towards the ever-increasing flexitarian demographic, which is now said to account for roughly third of the population of both the UK and US. This entry into the UK market will provide a platform for expansion into the European market. Beyond Meat has received funding from various high-profile investors, including Bill Gates and Leonardo DiCaprio, and reportedly are considering filing as an IPO, which would make them the first plant-based meat alternative in the public domain.
The Beyond Burger will be stocked from today, alongside meat counterparts, in 350 branches of Tesco. The product may be controversial, amongst vegans and omnivores alike, partly due to their 5% stakeholders Tyson Foods; but if one looks into the sustainability solutions offered by plant-based products such as this, it’s hard not to hope that their success continues.