Beyond Meat debuts vegan Beyond Meatballs in UK market | News

Beyond Meatballs 3

Beyond Meat has further expanded its presence in the mults with the UK debut of its Beyond Meatballs product in Sainsbury’s.

The pea protein-based meatball alternative rolls into select Sainsbury’s stores across the country this week (rsp: £4.99/200g).

Beyond Meat said the chilled product was pre-seasoned with “a signature blend of Italian spices such as rosemary, sage and oregano”. The Beyond Meatballs’ “versatile taste”, ensured it was “an ideal choice for a variety of meals including pastas, sandwiches, pizzas, soups and more”, it added.

The US plant-based giant already sells its Beyond Burger, Beyond Sausage and Beyond Mince across UK supermarkets.

It said the plant-based meatballs contained 16g of protein per 100g serving and was made from “simple, plant-based ingredients without soy, gluten or cholesterol”.

The launch of the Beyond Meatballs follows the registration of a UK trademark under the name by Beyond Meat in February, alongside other potential new products such as a Beyond Hot Dog, a Beyond Steak, Beyond Breakfast and a Beyond Pulled Chicken.

Beyond Meat also entered a “win-win” joint venture called The Planet Partnership with PepsiCo in January, with the aim of diversifying its product offerings into snacks and drinks.

Beyond Meat ups listings with Waitrose launch and Sainsbury’s expansion

The brand has also significantly increased its presence in UK supermarkets this year, with new listings in Waitrose and an expansion of its supply deal with Sainsbury’s during the spring, after it started production of its products in Europe last summer.

Beyond had already seen a 243.8% increase in UK value sales to £5.5m last year, according to data for The Grocer’s 2020 Top Products Survey [Nielsen 52 w/e 5 September 2020].

The business has also greatly increased its availability in supermarkets on the Continent this year, with listings in more than 1,000 German stores and over 1,100 Austrian ones.

“These new and expanded retail partnerships in the UK serve as strong proof points that Europe’s appetite for plant-based meat and Beyond Meat products in particular is on the rise,” said Beyond Meat chief growth officer Chuck Muth in April.

“We know our customers are looking for alternative protein options that taste great, and due to consumer demand we’ve been able to grow rapidly to make plant-based meat options that are better for the planet and more accessible to all.”

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