Beyond Meat is expanding its range of plant-based meat offerings with new chicken-style products, including the Beyond Burger chicken-style, Beyond fillet, and Beyond nuggets.
The leading plant-based meat brand is launching the new items into Waitrose stores now, with all three products to be available in select Sainsbury’s branches from early May.
Like all of the Beyond Meat range, the new chicken-style products are made from plant-based ingredients and are designed to look, cook and taste like their animal equivalents.
Like all of it’s products, the new additions are are suitable not only for carnivores, but flexitarians, vegetarians and vegans alike.
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It comes in response to the latest study from the Good Food Institute (GFI), which found that sales of plant-based meat across Europe have grown by 21% from 2020 to 2022 – meaning consumers are swapping animal meat in favour of their plant-based counterparts like never before.
According to the study, sustainability, animal welfare and balanced lifestyle all play varying roles in helping people make the move in powering up the plant-based protein in their diet.
The launch comes as Beyond Meat launches a plant-based version of one of an iconic street party food – Coronation Chicken.
In January, Beyond Meat launched a plant-based haggis recipe suitable for vegetarian or vegan consumers.
“In our quest to make plant-based meat more accessible, we’re constantly adapting and refining our portfolio to meet different European taste preferences,” regional sales manager UK at Beyond Meat, Steve Dalby said.
“After launching beef- and pork-style products in the UK over the past years, we’re delighted to be introducing Brits to our tasty new Chicken-Style range.”
Dalby added: “Innovation is at the heart of Beyond Meat, and our delicious new plant-based burger, fillet and nuggets will allow people to continue eating what they love, no sacrifice required.”
Waitrose chilled vegan & vegetarian buyer, Catherine Shacklock commented: “We’re so excited to launch the new Beyond Burger Chicken-Style within our chilled plant-based category,”
“Following the success of Beyond Meat’s burgers and meatballs we know our customers love the brand and think they will love this product too, as demand for plant-based chicken grows.
“Our customers are always looking for something new, and this product is a great example of how advanced the plant-based market has come in both flavour and texture in recent years,” she concluded.