Plant-Based Beyond Burger 'Gearing Up' For UK Launch
The burger is on its way to the UK (Photo: Beyond Meat) - Media Credit:

Plant-Based Beyond Burger ‘Gearing Up’ For UK Launch

By

2 Minutes Read

Plant-based startup Beyond Meat is ‘gearing up’ to launch its flagship product – the Beyond Burger – in the UK.

Last year company Chairman Seth Goldman told PBN that the burger would come to Britain in the first quarter of 2018.

Now, according to a report in The Grocer, ‘Beyond Meat is currently gearing up for a UK launch in the coming months’.

PBN interviews Seth Goldman

Aisle

In the US, the Beyond Burger is famously stocked alongside traditional animal meat – a key part of Founder Ethan Brown’s plan, as he didn’t want the product to be hidden with the niche specialist foods. He wanted an appeal beyond the veggie/vegan market.

And the plan appears to be working – around 70 percent of those who consume the burger are thought to be meat eaters

But according to The Grocer’s report, the company will be stocking its products in the freezer section of UK supermarkets.

PBN interviews Ethan Brown

Disappointment

Goldman says: “It was a bit of a disappointment [to be in the freezer section], but we can only be so disruptive.

“And we have been reassured there are enough people in the UK willing to buy frozen.

“We have a section on our website for international enquiries, and most of them are coming from the UK.

“There’s real excitement about Beyond Meat in the UK, which is why we’ve chosen the UK to be our first retail market outside the US. We think the potential is fantastic.”

Goldman told PBN last year that the company is likely to focus on the retail sector first, before the burger is available in restaurants.

Millions around the world trust Plant Based News for content about navigating our changing planet & our role in it.

Our independent team of journalists and experts are committed to making an impact through a wide range of content—and you can help by supporting our work today.

heading/author

The Author

Maria Chiorando

Maria is the former editor for Plant Based News. She has been a newspaper reporter and features writer. Her work has been published by The Guardian and The Huffington Post, among others

More by Maria Chiorando iconography/arrow-right

heading/comments

Leave a Comment

Plant Based News Comment Policy

In short:- If you act with maturity and consideration for other users, you should have no problems. Please read our Comment policy before commenting.

Comments [0]  
buttons/scroll-to-top/scroll-to-top-small-active