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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.
How is The Beyond Burger different than The Beast? The Beyond Burger™ is a ready-to-cook "raw" patty that looks, cooks, and tastes like a fresh beef burger, and it will be sold in the meat section of the grocery store. The Beast is a pre-cooked frozen patty shelved with other frozen items. Our goal in creating The Beyond Burger™ was to provide the full 360° mouth-watering, juicy, and delicious experience of beef but without so many of the health, environmental, and animal welfare downsides of traditional animal-based meat. On the other hand, we developed The Beast with nutrient density in mind, working with Brendan Brazier, a rockstar plant-based triathlete to help create it. The Beast has 23G of protein and a slew of vitamins, minerals, antioxidants, and omegas to help support performance and recovery for especially active folks.
Why make a burger with plants that aims to replicate beef? Our position has always been that we love meat, we just don't like the bad stuff related to health, sustainability, and animal welfare that comes with traditional animal-based meat. The essence of our Future of Protein vision is to create plant-based meats that let people enjoy--and feel good about eating--the traditional dishes they love. This is why we created The Beyond Burger.
Why shelve The Beyond Burger in (just) the meat department? Can't it be in both? The reason we want to place The Beyond Burger in, at a minimum, the meat section of the store is to to attract carnivores to the plant-based category. In the same way it made sense for retailers to shelve almond and soy milk alongside traditional milk, retailers are beginning to see it makes sense for meat-lovers to be able to purchase plant-based meats where they would normally go looking for center-of-the-plate proteins. It may take a while, but we hope that over time the "Meat Section" of the store will evolve into the "Protein Section."
When and where can I get a Beyond Burger? We're working as fast as we can to expand availability of The Beyond Burger over the summer and into the fall. We'll share updates through our newsletter. In the meantime, we can't thank you enough for your support and understanding as we work hard to make The Beyond Burger broadly available.
To learn more about The Beyond Burger (and see additional FAQs), please visit our website.