USA – Beyond Meat, a plant-based meat alternative company, has announced that it is rolling out meatless meatballs at grocery stores across the US this October.
Rather than the standard pork, beef or veal that comprise meatballs, Beyond Meat’s version uses peas, brown rice, and a blend of Italian spices to make a vegetarian-friendly alternative to the normal recipe.
Plant-based meat alternatives have seen significant growth in the last few years. Sales for meat substitutes increased 454% in March, according to Nielsen and Beyond Meat outpaced Wall Street predictions in the second quarter, its revenue clocking in at US$113 million, a 69% increase over same quarter a year prior.
Beyond Meat also offers plant-based burgers, sausages, and ground beef alternatives it calls “crumbles.” To date, Beyond Meat products can be found at 26,000 outlets across the US, from Walmart to Whole Foods.
In August, the company also expanded to provide direct-to-consumer sales online, and in July, the company partnered with fast-food chain KFC to bring Beyond Fried Chicken to southern California.
Beyond Meat aficionados can be the first to try Beyond Meatballs on September 16. The company will be hosting a pop-up events in New York and Los Angeles, where fans can take out a Beyond Meatball hero or Beyond Meatballs and spaghetti for free.
This is the third new retail product Beyond Meat has rolled out in 2020, including its Beyond Breakfast Sausage and Cookout Classic burger pack.
This isn’t the first time the company has made meatless meatballs, but it’s the first time they’ve been made available directly to shoppers. Last year, Beyond Meat announced it was partnering with Subway to sell meatless meatball subs at hundreds of the fast-casual restaurant chain’s locations.
As of the four weeks ending Aug. 9, Beyond Meat was the top-selling brand of refrigerated plant-based meat replacement, according to SPINS, a retail data firm.
Meanwhile, plant-based meatballs are one of the refrigerated plant-based meat replacements gaining popularity fastest with consumers, according to data from analytics firm IRI.
A pack of 12 Beyond Meatballs will retail at US$6.99 and will be available at grocery stores across the US by early October. Locations include Whole Foods, Stop & Shop, Sprouts, Harris Teeter, and Albertsons.
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