Beyond Meat targets UK – agrees deal with Waitrose

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What is your take on Beyond Meat? The US company’s burgers debuted in the UK three years ago and since then have built up a significant following among vegans and flexitarians some of whom claim they are the most authentic meat substitute available.

The company has also recently agreed a deal with Pepsico and McDonalds and it provides the patty for the Starbucks Vegan Breakfast Sandwich which is on sale in the UK.

Now the company has announced big expansion plans for Europe, and in particular the UK. It has signed a deal with Waitrose who will now sell its flagship Beyond Burger (it is already available in Sainsburys). It will also continue to expand the reach of its Beyond Sausage products which launched in January 2021.

It is not just the UK either. Beyond products will also be available 1,000 new German and 1,140 new Austrian retail stores. The company says it will also expand in France, Spain, Italy and Belgium.

Chief Growth Officer at Beyond Meat, Chuck Muth said: “These new and expanded retail partnerships in the UK serve as strong proof points that Europe’s appetite for plant-based meat and Beyond Meat products, in particular, is on the rise.

“We know our customers are looking for alternative protein options that taste great. Due to consumer demand, we’ve been able to grow rapidly to make plant-based meat options that are better for the planet and more accessible to all.”

The company needs to grow quickly. It faces the challenge not only of rival alt-meat provider Impossible Foods which is expected to go public in the coming months but also in cultured meat which has attracted huge amounts of investment cash in the past couple of years.



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