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Food tech company Beyond Meat is launching a new limited-edition Cookout Kit.

The kit, which will launch on June 29, will include a Mini Charcoal Grill, Bluetooth Speaker, Tabletop Cornhole game, a BBQ Apron with a full BBQ Tool Set, and a voucher for Beyond Meat’s Cookout Classic 10-pack of Beyond Burgers.

Available exclusive from Beyond Meat’s website, the kit will retail for $49.99

Cookout Classic

Beyond Meat’s Cookout Classic pack offers the brand’s lowest pricing, with each patty retailing for $1.60. It started rolling out in stores across the U.S this week, with stockists including Walmart, Target, and Wegmans among other retailers.

The packs, which can be found in the freezer section, are made from fully recyclable cardboard, in what Beyond Meat describes as its ‘commitment to sustainability’.

In a statement sent to Plant Based News, a spokesperson said: “Cookout Classic is designed to narrow the price gap between plant-based meat and animal protein, with a suggested retail price of $15.99 ($1.60 per patty), making delicious, nutritious and sustainable plant-based meat more accessible than ever at the most affordable price point to date.”

‘Aggressive pricing’

Beyond Meat founder and CEO Ethan Brown revealed back in May that his company would be taking steps to mitigate the impact of the COVID-19 pandemic – and that ‘more aggressive’ pricing would be implemented in a bid to start offsetting the impact of foodservice closures during the lockdown, the sales of which ‘generated about 42 percent of revenues in the three months to March 28?.

Brown discussed the impact of the lockdown during an earnings call, as reported by Food Navigator, admitting that while the company had seen a simultaneous boost in retail customers, this did not offset the losses from foodservice demand dropping.

He added: “We are not idly waiting for circumstances to accommodate our planned growth trajectory…As the pandemic began to interrupt the world economy, we created offensive and defensive teams across the company to guide our navigation of the changing landscape.”

Aside from offering ‘more aggressive’ pricing via value packs, Brown said the company would be building a direct-to-consumer operation, which he said would launch later this quarter.

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.