The UK launch of the vegan Beyond Burger has been delayed until further notice due to product shortages, according to leading food publication The Grocer.
The patty was supposed to arrived in Tesco stores across the UK this month, but Beyond Meat Executive Chairman told The Grocer that ‘higher than expected’ demand in the UK and US meant the company didn’t have the stock.
He added: “We are taking steps to make sure that when we do launch, we will be sure to have enough product to keep the shelves full.”
The product has seen massive success over recent months, with Founder Ethan Brown telling Plant Based News that the high-tech patty is the top-selling burger in some mainstream stores.
Speaking about the brand’s strategy in selling the burger in the meat case, he told PBN Founder Klaus Mitchell: “When we got into the meat case, we thought ‘let’s see if we can really represent plant-based meat, let’s see if we can not get thrown out’ – things like that.
“Now in Southern California – in one of the largest conventional retailers in the country – in the Southern California district we are now the number one selling patty in the meat case…that’s by unit not by weight yet. To have that level of interest in the product, in the meat case itself, this soon was really exciting.”
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The product has been hard to get hold of in a number of regions. It has been selling out in Whole Foods store in the US, as well as A&W burger outlets in Canada, where it recently launched.
In a bid to keep up with demand, the company announced a new factory Columbia, Missouri earlier this Summer.
Speaking at the time, Brown said: “Our expansion not only brings more jobs and opportunity to this special community but also furthers Missouri’s position as a leader in the production of plant-based meat.”