ALL TASTE, NO WORRIES: BEYOND MEAT® LAUNCHES BEYOND BURGER® JALAPEÑO INTO DUTCH SUPERMARKETS ALONGSIDE NEW MARKETING CAMPAIGN

Amsterdam, the Netherlands, April 30, 2025 – Beyond Meat® (NASDAQ: BYND), a leader in plant-based meat, is turning up the heat in the Netherlands this month with the launch of its Beyond Burger Jalapeño into 750 Albert Heijn stores, 75 Plus stores and online retailer PicNic. Meanwhile, Jumbo is expanding its current Beyond Burger Jalapeño listing to 150 stores. 

Perfect for spice lovers, vegans, carnivores and everyone in between, the Beyond Burger Jalapeño is a meaty, plant-based sensation that’s irresistibly juicy and delivers a spicy kick. Powered by plant-based goodness with 16g of protein per 100g patty and without soy, it’s Beyond Meat’s hottest burger yet.  

“We’re delighted to bring our Beyond Burger Jalapeño to more Dutch supermarkets and spice up BBQs everywhere this Summer. It’s never been easier for retailers and consumers to embrace plant-based proteins and have all the taste, with none of the worries,” says Natalia Tofan, Regional Sales Manager Retail, Beyond Meat. 

The burger is launching into more retailers just in time for BBQ season and pairs perfectly with the company’s newly launched campaign: All Taste, No Worries. 

The new All Taste, No Worries campaign uses the juxtaposition of someone getting ready to eat a meaty burger in their kitchen, while a cute baby calf nervously watches on, concluding with a reveal that the meal being prepared is actually plant-based. The new campaign spotlights what really matters: animal welfare and making better food choices. With animal welfare being a key motivator for people entering the plant-based category, Beyond Meat shows how everyone can enjoy a meaty meal, with none of the worries. 

Continuing to increase the accessibility of their delicious and nutritious plant-based meat options in the Netherlands, Beyond Meat products can already be found in Albert Heijn, Jumbo, PicNic, Flink and across Superunie members.

The wider Beyond Meat range includes: 

Beyond Burger
A plant-based meat burger that’s designed to look, cook, and satisfy like beef is ideal for BBQs this summer. Packed with 18g of protein per patty and no cholesterol, the Beyond Burger has all the juicy, meaty deliciousness of a traditional burger, but comes with the upsides of a plant-based meal.  

Beyond Steak
These revolutionary plant-based steak pieces are tender, juicy, and incredibly tasty. Made with plant-based ingredients, these seared steak pieces are delicious and ready in minutes. They are the perfect topping for gourmet dishes, salads, and bowls. 

Beyond Hack
Beyond Hack gives the freedom and versatility to turn any recipe into a meaty plant-based masterpiece. A great plant-based family favourite – Beyond Mince can be used to create a crowd-pleasing flavoursome lasagne, fabulous fajitas, or tasty tacos.  

Beyond Meatballs
Beyond Meatballs are seasoned with a signature blend of Italian spices such as rosemary, sage and oregano. With their versatile taste, they’re an ideal choice for a variety of meals including pasta, kofta style kebabs, or even served on an al-fresco pizza. 

About Beyond Meat   
Beyond Meat, Inc. (NASDAQ:BYND) is a leading plant-based meat company offering a revolutionary portfolio of plant-based meats. Founded in 2009, Beyond Meat products are designed to taste and feel like animal-based meat while offering environmental benefits. Beyond Meat strongly believes there is a better way to feed our future and that the positive choices we make every day, even the smallest ones, can help move us toward the future we want. By shifting from animal to plant-based meat, we can make a positive impact on resource conservation and animal welfare. Visit www.BeyondMeat.com and follow @BeyondMeat on Instagram, Facebook, Twitter and TikTok.