The Beyond Burger: A New Breed Of Burger
June 8, 2016
For the first time in retailer history, a plant-based meat--The Beyond Burger--is now being sold side-by-side with its animal-protein equivalent in the supermarket meat department. The Beyond Burger™ is the world's first plant-based burger that looks, sizzles, and tastes like a fresh beef burger. With 20 grams of protein, it has all the juicy, meaty deliciousness of a traditional burger, but comes with the health, environmental, and animal welfare upsides of a plant-based meal.
We began shipping the Beyond Burger a few weeks ago as part of a limited-store soft launch. We've been amazed, grateful, and humbled by its reception. Our initial stock of product sold out in an hour and a flood of media interest poured in. A number of questions from fans and critics alike also came up. Below we try to address some of those questions, share the thinking behind our #FutureOfProtein vision, and explain why we see the Beyond Burger as an opening bid towards transforming the meat case into the the protein case.
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