Beyond Meat has applied to register the trademark “Beyond Meals” with the UK’s Intellectual Property Office, indicating that it may be preparing to launch plant-based ready meals in the country.
The brand is seeking two types of trademark — a Class 30, for ready meals with ingredients such as pasta, rice, and noodles, and a Class 29, for meat alternatives. This is not the first time Beyond has entered the category in the UK — last year, it collaborated with Wicked Kitchen to launch plant-based ready meals at Tesco.
Beyond Meat in the UK
Beyond Meat first arrived in the UK in 2018, but saw a huge expansion last year when it entered 450 new retail stores across the country. The Beyond Burger patty is also used by McDonald’s UK in its McPlant burger.
Last month, the Beyond Burger and Sausage launched at their fifth major UK retailer, supermarket chain Morrisons. Beyond claims it now has the strongest sales growth of any plant-based meat brand in the country, in both the chilled and frozen categories.
“We’re delighted to introduce Beyond Meat to Morrisons’ customers in our quest to make tasty plant-based meat more available across the UK,” said Jorg Oostdam, Beyond Meat General Manager, Europe. “Our Beyond Meat products are enjoyed by everyone from carnivores to flexitarians to vegans looking for the same taste and texture as animal-based meat but seeking a more planet-friendly option.”
