The plant-based Beyond Burger will launch in 350 Tesco outlets across the UK from August, Plant Based News can reveal.
It will launch in the store’s Cambridge location cafe to try from tomorrow, before landing on shelves next month.
The high-tech patty will be sold in both the freezer section and the meat aisle, according to a Beyond Meat source.
Speaking at the Beyond Burger’s launch event in the UK today, Executive Chairman Seth Goldman said the placement of the product instore is part of a strategy to bring plant-based food to more people.
Goldman spoke about how Beyond’s product is different to traditional patties which simply ‘smush together’ a number of vegetable ingredients.
He said: “At Beyond Meat we started with a different question. We looked at meat at a molecular level. When you look at it like that, you get a very different answer.
“There is water, and amino acids – you can get many of the same acids from plants as meat. We then assemble the constituents using heat and pressure to ‘stitch’ them together so it retains its juiciness.”
The Beyond Burger will retail for £5.50 for a two-pack at Tesco.
The patty will also launch in the King’s Cross branch of Honest Burger from July 10 for a trial. If the trial is successful, the product will roll out nationwide.
It will be served with chips for £10.95.
An Honest Burger Co-founder revealed: “We have been working on a vegan burger since November and haven’t been able to create something we were impressed with. When people eat the Beyond Burger you see they are confused as it is so similar to meat.”