Product boasting 20 g of protein per serving to launch in stores later this year.

March 6, 2019

2 Min Read
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Beyond Meat

Beyond Meat has debuted its latest breakthrough in plant-based food innovation: Beyond Beef. Driven by consumer demand, the company said Beyond Beef is designed to have the meaty taste, texture and versatility consumers love about ground beef, but with the added health and sustainability benefits of plant-based protein.

Beyond Beef has 25% less saturated fat than beef -- at less than 6 g per serving -- and is made with a blend of pea, mung bean and rice proteins that provide a meaty texture that mirrors the satisfying chew and juiciness of ground beef, according to the company.

“Looking to take a bite out of the multi-trillion-dollar meat industry, Beyond Beef aims to replicate ground beef, the largest segment in the beef category,” the company said, adding that the area is “ripe for innovation,” as nearly 70% of consumers are reducing their meat intake, with a particular focus on red and processed meats.

“We’ve long had our eye on creating a product that enables consumers to enjoy all the benefits and versatility of ground beef while tapping into the human health, environmental and animal welfare benefits of plant-based foods,” Beyond Meat founder and chief executive officer Ethan Brown said. “As is our commitment, we’ve built this latest addition to our family of plant-based meats while being thoughtful about ingredient choices that support everyday use by the whole family, including strict avoidance of [genetically modified organisms], soy or gluten.”

Beyond Beef’s blend of mung, pea and rice proteins make it a complete protein source that offers 20 g of protein per serving — more than beef. The company said Beyond Beef’s versatility in the kitchen is a result of a unique binding system that allows the product to be seamlessly shaped into a variety of forms, from meatballs and sliders to empanadas and tacos.

Beyond Meat said it is committed to using clean, simple, plant-based ingredients, with Beyond Beef containing no antibiotics, hormones, soy, gluten or genetically modified organisms. Launching in retail later this year, Beyond Beef is anticipated to be both Kosher and Halal certified in order to appeal to a broad range of dietary needs and preferences.

Beyond Beef is the latest addition to Beyond Meat’s portfolio of products that are available at more than 35,000 restaurants, grocery stores, universities, hotels, stadiums and beyond.

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