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In midday trade on Wednesday – the first launch day of the sought-after product in Germany’s Lidl stores – shares in the meatless brand increased by an estimated 6.7 percent.
According to several social media posts, people visited up to three different stores to try and get their hands on the plant-based product, as many stores sold out in less than 24 hours.
‘They were all sold out’
One person Tweeted: “Lidl Germany is selling beyond meat this week and in the vegan Facebook group of my city everyone is like ‘Did someone find it?… It was sold out! …Where did you get it?’”
While another said: “I had to go to three different stores, they were all sold out! Keep going, is already a success here!”
Beyond Meat shares
Beyond Meat launched on the New York’s Nasdaq exchange earlier this month, and witnessed its share price rocket.
The company originally sold 9.6 million shares at $25 – now priced above $90 according to Investing – in what has been described as the biggest share surge of any debut listing since 2008.
“It really is a wonderful feeling to be able to welcome people in who have helped this brand,” said Ethan Brown, Beyond Meat CEO.