Beyond Meat, has launched its Beyond Chicken Pieces at over 1,900 Kroger stores across the United States. The unbreaded chicken alternative, made from simple ingredients and avocado oil, was introduced in response to consumer demand, following numerous requests on the company’s social media platforms.
Beyond Chicken Pieces offer 21 grams of plant-based protein per serving and are designed to provide a healthy alternative to traditional chicken. The product contains just 0.5 grams of saturated fat and no cholesterol, GMOs, hormones, or antibiotics. It is also certified by the American Heart Association’s Heart-Check program and the Clean Label Project for meeting safety and transparency standards. Additionally, it aligns with nutritional programs from organizations such as the American Diabetes Association’s Better Choices for Life.
The product’s formulation includes heart-healthy avocado oil, rich in monounsaturated fats, enhancing both its nutritional profile and taste. It is being marketed as a versatile and convenient option for plant-based eaters, with applications across various dishes.
Beyond’s marketing push
Beyond Meat has recently expanded its marketing efforts, including collaborations such as a digital plant-based cookbook with the National Basketball Players Association (NBPA), a campaign with La Vie in the UK focusing on animal welfare, and the debut of its documentary, Planting Change, which premiered last week.
The cookbook, “Go Beyond the Buzzer,” is a collection of recipes that includes meals inspired by NBA athletes, including dishes such as Jarred Vanderbilt’s Beyond Chicken Fajita Bowl. The cookbook features not only Beyond Chicken Pieces but also other plant-based products like Beyond Beef and Beyond Steak.
