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Beyond Meat will launch its flagship vegan burger patty into Chinese supermarkets this weekend.

The Beyond Burger will hit shelves in 50 Freshippo stores in Shanghai, and will further roll out to select locations in Beijing and Hangzhou in September.

The launch into retail follows the brand entering a number of hospitality outlets in China including Starbucks and KFC.

‘Home cooks throughout China’

“We are proud to partner with Alibaba’s Freshippo, a dominant player in the retail space, to introduce our hallmark Beyond Burger to home cooks throughout China,” Ethan Brown, founder and CEO of Beyond Meat, said in a statement sent to Plant Based News.

“We know that retail will be a critical part of our success in China, and we’re pleased to mark this early milestone within a few months of our market entry.

“Following recent food-service announcements with Starbucks, KFC, Pizza Hut, and Taco Bell in China, as well as our distribution partnership with Sinodis, expanding into retail is the natural next step in building our market presence.”

‘The modern Chinese consumer’s expectations’

Zhao Jiayu, senior director and head of merchandising at Freshippo, added that Freshippo would ‘offer the brand a seamless, online-to-offline platform to reach its young and affluent consumer base’.

She said: “Beyond Meat and Freshippo share a vision of bringing innovative shopping experiences and products to our customers.

“Freshippo’s New Retail technology will enable plant-based meat to grow in China by meeting the modern Chinese consumer’s expectations whether they are shopping online or offline.”

Maria Chiorando

Maria is the editor of Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle.