Beyond Chicken
Press release

Beyond Meat® launches new plant-based chicken-style products in Germany

July 4, 2023

A pioneer in plant-based meat products expands its portfolio in Germany with Beyond Nuggets and Beyond Tenders, launching into REWE this week
Plus: New favourite recipe from brand ambassador Serge Gnabry

Berlin, 4 July 2023 - Beyond Meat® (NASDAQ: BYND), a leader in plant-based meat, is expanding its range in Germany with two new plant-based chicken-style products: Beyond Nuggets and Beyond Tenders. The product innovations will initially be available in 1,600 REWE stores and in the REWE Online Shop starting this week.

Like all Beyond Meat products, Beyond Nuggets and Beyond Tenders are made from plant-based ingredients. The new products are designed to resemble their animal counterparts in taste and texture and are just as easy to prepare. With their golden brown breading, the new products are crispy on the outside and incredibly tender and juicy on the inside. They will satisfy everyone including carnivores, flexitarians, vegetarians and vegans alike. Prepared in no time at all - whether in the Airfryer, oven or pan - they go well with many delicious dishes. The perfect comfort food for quick enjoyment! 

The interest in plant-based protein in Germany is not abating, and so the new Beyond Meat products come at just the right time: More than a third (40%) of Germans already eat a flexitarian diet or do without animal meat altogether. In 2022, meat consumption in Germany fell to a record low, while the market for plant-based meat continues to grow. By 2029, the European market for plant-based foods is expected to grow to over 16 billion euros. This puts Europe in a good position to lead the global shift towards a plant-based diet.

"We strive to enhance the accessibility of plant-based meat and are continuously adapting and refining our portfolio to cater to varying European taste preferences," said Jaap Veth, Sales Manager DACH Retail at Beyond Meat. "Having already launched beef- and pork-style products in Germany over recent years, we are thrilled to introduce the delicious new Chicken-Style range to the German market. Beyond Meat is dedicated to innovation, and our new range of plant-based tenders and nuggets offer a way for people to enjoy their favourite foods without sacrifice."

Eat what you love

Beyond Nuggets
Crispy on the outside thanks to their breading, and fittingly tender on the inside, who doesn’t love nuggets? These golden Beyond Nuggets are tasty, convenient, and easy to make, making them a winning combination for family and friends to enjoy. Perfect for lunch, dinner or a delicious juicy snack, they are everything you’d expect from a classic nugget…and beyond.

Beyond Tenders
Beyond Tenders are crispy on the outside thanks to their breading, and fittingly tender on the inside. They can be prepared quickly and easily. Chop and add to salads, as a topping to your poke bowl or in a pita… the choices are endless.

The new Beyond Chicken-Style products complement the existing Beyond Meat portfolio, which in Germany already includes Beyond Burger®, Beyond Sausage®, Beyond Mince® and Beyond Meatballs®, and builds upon Beyond Meat’s award-winning chicken-style portfolio in the US.

Beyond Meat focuses on new protein source with faba beans

Through rapid and relentless innovation, Beyond Meat’s research, innovation and culinary teams are focused on creating plant-based meat that delivers in taste.

With competitors often adding soy and mycoprotein as their dominant ingredient, the new Beyond Chicken-Style range has taken a different direction to provide a texture and taste as close as possible to its animal-meat counterpart. The protein in the new Beyond Chicken-Style products comes in part from wheat and the fava bean. The fava bean is a nutrient-packed legume crop, and its unique qualities make it the optimal ingredient for replicating the taste and texture of traditional chicken. After popularizing pea protein with the iconic and award-winning Beyond Burger®, Beyond Meat continues to unlock the potential of new plant protein sources. The new Beyond Nuggets and Beyond Tenders each contain 15 grams of protein per 100 grams.

Brand ambassador Serge Gnabry with new Beyond Chicken-Style recipe 

Beyond Meat brand ambassador and international footballer Serge Gnabry is excited about the new Beyond Chicken-Style products and shares his favourite Beyond Tenders recipe in an Instagram post.

"It's really crazy how good Beyond Meat's new chicken-style products taste," says Serge Gnabry. "I especially love the tenders - they are the perfect topping for a salad and help me add protein to my plate. I eat a flexitarian diet, so I avoid animal meat for the most part. With the plant-based Beyond Tenders, there's no reason for me to go back to animal chicken tenders anymore."

About Beyond Meat

Beyond Meat, Inc. (NASDAQ:BYND) is a leading plant-based meat company offering a portfolio of revolutionary plant-based meats. Founded in 2009, Beyond Meat products are designed to have the same taste and texture as animal-based meat while offering certain environmental benefits. Beyond Meat’s brand promise Eat What You Love™, represents a strong belief that there is a better way to feed our future and that the positive choices we all make, no matter how small, can help us move towards the kind of future we want. By shifting from animal-based meat to plant-based meat, we can help address concerns related to resource conservation and animal welfare. As of March 2023, Beyond Meat branded products were available at approximately 191,000 retail and foodservice outlets in over 80 countries worldwide. Visit and follow @BeyondMeatEU on Instagram, @BeyondMeat on Facebook, Twitter and TikTok.


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