Beyond Meat is increasing its availability in the UK retail market with the introduction of its Beyond Burger Jalapeño, which is now available at 317 ASDA stores. This is the first time the spicy variant has been introduced to ASDA customers. The company has also expanded the availability of its original Beyond Burger, which is now rolling out in 350 ASDA convenience stores.
“We’re responding to demand for bold flavors and summer grilling options”
Both burger varieties will be offered in the chilled and frozen sections of the store, with the chilled version priced at £4.28 and the frozen option at £3.98. The Beyond Burger Jalapeño contains 16 grams of protein per 100 grams, is soy-free and has been designed to appeal to those who enjoy bolder flavors.
Beyond Meat has partnered with Dr. Divya Sharma (also known as Doctor Bowl) to create a midweek BBQ recipe using the Beyond Burger. This collaboration is part of the company’s effort to provide balanced and flavorful meal ideas for consumers.
Shifting trends in UK barbecue habits
New data from Beyond Meat reveals changing trends in UK barbecue habits, showing that 78% of participants believe barbecues are no longer reserved for weekends or special occasions. Furthermore, 53% report barbecuing more often midweek compared to two years ago, with 58% preparing healthier barbecue meals and 47% prioritizing plant-based options.
Beyond Meat’s original Beyond Burger was recently awarded the Gold prize for ‘Best Meat Alternative’ at the UK Vegan Food & Living Product Awards 2025, where it was praised for its juicy, meaty texture and lightly chargrilled taste.
In addition to its retail expansion, Beyond Meat secured $100 million in financing last month to support its long-term business strategies. The company also launched its Beyond Chicken pieces in the US at Kroger stores.
Lee Crane, Regional Sales Manager for Retail UK/Ireland at Beyond Meat, commented, “Expanding our footprint in ASDA, both in chilled and frozen, allows us to reach more shoppers with convenient, versatile plant-based options. The wider distribution of the original Beyond Burger reflects its strong performance and growing relevance with flexitarian consumers. With the latest variant, Beyond Burger Jalapeño, we’re responding to demand for bold flavors and summer grilling options.”
