Products & Launches

Beyond Meat Launches Revamped Plant-Based Crumbles, Earning American Heart and Diabetes Association Certifications

Plant-based meat leader Beyond Meat has introduced an updated and expanded selection of Beyond Crumbles, now available in the freezer sections of grocery stores throughout the United States. This latest iteration of the company’s plant-based crumbles is offered in three flavors, and has notably received third-party certifications from both the American Heart Association’s Heart-Check Food Certification Program and the American Diabetes Association’s Better Choices for Life Program.

“We continue to innovate across our product lines to deliver delicious taste and health benefits alike”

The revamped Beyond Crumbles range is available in: Beyond Beef Crumbles Original, Beyond Beef Crumbles Feisty, and a new addition, Beyond Sausage Crumbles Italian-Style, which will hit shelves this summer. The new crumbles can be prepared from frozen in minutes and each serving contains 12 grams of protein, less than one gram of saturated fat, and no cholesterol.

This new recipe and expanded range are part of Beyond’s strategy to offer healthier plant-based alternatives in the face of misinformation around “ultra-processed” mock meats. As part of this new path forward, Beyond overhauled its Beyond Burger and Beyond Beef formulations last month to create the new Beyond IV platform, which features several nutritional enhancements to the original recipe. Beyond Meat also received the American Heart Association’s Heart-Check for its Beyond Steak, which the company says was the “first” plant-based meat that received the certification last year.

Beyond Meat Beyond IV burger
© Beyond Meat

Ethan Brown, founder and CEO of Beyond Meat, commented, “We continue to innovate across our product lines to deliver delicious taste and health benefits alike. For consumers who love the taste and versatility of beef but want to reduce saturated fat and cholesterol in their diet, Beyond Crumbles offer a convenient, healthy protein for the center of the plate.

“Beyond Crumbles’ strong nutritional profile, coupled with its simple and clean ingredient list, earned the product certification by the American Heart Association’s Heart-Check program and the American Diabetes Association’s Better Choices for Life program.”

Guiding consumers towards healthier choices

The American Heart Association’s Heart-Check Mark and the American Diabetes Association’s Better Choices for Life Program both serve critical roles in guiding consumers towards healthier food choices in the US, a mission that resonates with Beyond Meat’s objectives and growth strategies. The company’s dedication to supporting research on the health benefits of plant-based diets is further demonstrated through studies like the SWAP-MEAT study, which found significant health improvements from substituting animal-based meats with Beyond Meat products.

Consumers can find the new Beyond Crumbles rolling out in grocery stores across the United States, identifiable by the yellow “new” label on the packaging. The sausage variety is set to be available in the summer.

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