The Beyond Burger is now available in 350 Tesco supermarkets across the UK after its initial August release was delayed indefinitely as the company struggled to keep up with demand for the plant-based patties.
The patties, priced at £5.50, are currently available to purchase from the frozen section, but will also be available to purchase from chilled section of Tesco stores alongside meat products at a later date.
In the US, Beyond Burgers are stocked alongside meat products, in a bid to expand the vegetarian and vegan market to flexitarians and encourage them to swap animal meat for plant-based alternatives. n a bid to expand the vegetarian and vegan market to flexitarians and encourage them to swap animal meat for plant-based alternatives.
Explaining the decision to place the plant-based patties in the meat aisle, Beyond Meat’s board chairman Seth Goldman said: “The key for us is we don’t ever want to communicate we are exclusively for the plant-based community. Sometimes being in the meat section can alienate someone who never goes in the meat section.”
Tesco’s prepared foods manager Martyn Doble said: “The Beyond Burger has been one of the most eagerly anticipated food launches of the year and we believe that this fantastic tasting patty will be a real game changer for anyone considering going vegan or trying a flexitarian diet.
“The most common reaction from those that have tried it is that they cannot believe it is made from plants.”
The Beyond Burger is available at selected Tesco stores now priced at £5.50 for a two-pack.