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Beyond Meat Launches in China
April 20, 2020
Beyond Meat is excited to announce we’ve arrived in China! We’ve seen the growing demand for plant-based meat in China, and are thrilled to be able to take advantage of this unique opportunity to offer the Chinese consumer another sustainable protein option.
The first Beyond Meat product to land in China is Beyond Beef: our plant-based ground beef designed to deliver the meaty taste, juicy texture and culinary versatility of ground beef but with more protein, less saturated fat and no cholesterol. Made with simple, plant-based ingredients without GMOs, soy or gluten, Beyond Beef is designed to be a seamless swap in traditional beef recipes like lo mein and xiaolongbao. Talk about all the flavor without the compromise!
We’re proud to partner with Starbucks to introduce Beyond Beef as part of their new ‘GOOD GOOD’ menu, leveraging Starbucks extensive presence and avid customer base to bring plant-based meat and its benefits to millions of Chinese consumers. The launch at more than 3,300 Starbucks locations across China advances Beyond Meat’s goal of increasing accessibility to plant-based meat globally and is the next chapter in Beyond Meat’s growing relationship with Starbucks.
The new ‘GOOD GOOD’ menu launches on Wednesday, April 22 at Starbucks in China and offers plant-based options that are better for people and the planet. The menu includes three delicious Beyond Beef options, including:
- Beyond Beef Classic Lasagna
- Beyond Beef Pesto Pasta
- Beyond Beef Spicy & Sour Wrap
“Today we mark an important milestone as Beyond Meat launches in China, advancing our goal of increasing accessibility to plant-based meat globally. Starbucks is a trusted brand with a strong market presence and deep understanding of customers in China, and we’re pleased to partner with them on our market entry. We believe the new Beyond Beef menu items deliver on our promise of enabling consumers to Eat What You Love™ while also enjoying the nutritional and environmental benefits of plant-based meat,” said Ethan Brown, Beyond Meat Founder and CEO. “We are proud to support Starbucks in furthering their efforts around health and sustainability while offering Chinese consumers more diverse protein options.”
To further connect with the Chinese consumer, Beyond Meat created a Chinese-language website, as well as Weibo and WeChat accounts. For more information on Beyond Meat’s expansion in China and to other countries, sign up for our newsletter below! #GoBeyond