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Plant-based startup Beyond Meat has launched its meatless beef in Canada at local grocers’ fresh meat counter.

The meat-free alternative to ground beef, which has a ‘marbling effect’ from the use of cocoa butter, hit US stores back in June.

Canada has now become the first country outside of the States to sell Beyond Beef.

‘A progressive market’

According to Fox Business, Ethan Brown, Founder, and CEO of Beyond Meat said: “We are excited to bring our latest product innovation to Canadians, welcoming a growing number of consumers to the delicious taste and nutritional and environmental benefits of our plant-based proteins.

“Canada is a very progressive market and since launching in retail there earlier this year, we’ve seen a tremendous response from Canadians who are interested in our plant-based proteins.”

Canadian market

Shares in the company soared after fast-food chain Tim Hortons announced it would trial the Beyond Sausage in selected stores across Canada.

According to Yahoo Finance, shares of the company increased by ‘as much as 16 percent – with CNBC stating a share in the company reached an ‘all-time high of $93’.

“Canadians are looking to incorporate plant-based options into their diets and we’re thrilled to partner with Beyond Meat to test three Beyond Meat Breakfast Sandwiches – including an entirely vegan offering if the market test confirms the potential we see for the platform,” said President of Tim Hortons, Alex Macedo.

Liam Gilliver

Liam is the Deputy Editor and Social Media Coordinator for Plant Based News. He has written for a number of top publications including Gay Times, Attitude Magazine, Oh Comely, and The Huffington Post - and is the author of 'We're Worried About Him'.