Beyond Meat is launching a new product in its line of vegetarian-friendly meat alternatives, a one-pound package of ground beef meant to target America’s biggest seller in the meat department.
Beyond Meat is a Los Angeles-based producer of plant-based meat substitutes founded in 2009 by Ethan Brown. The company aims to supply people’s needs to consume conventional meat with healthier alternatives that are derived from plants. The company’s products became available across the United States in 2013. In May 2016, it released the first plant-based burger to be sold in the meat section of grocery stores, on an international basis
Ground beef will be Beyond Meat’s line of plant-based meat like burger patties and sausages. Recently, Beyond Meat pulled out its chicken strips for improvement. The plant-based ground beef will be called Beyond Beef and will be available in stores nationwide.
The “meat” is made from a blend of pea, mung bean, and rice proteins, and contains 25 percent less saturated fat than real beef. Aso, Beyond Beef has 20 grams of protein per four-ounce serving with a “fibrous texture” similar to beef. The company also claims that the plant-based ground beef is “versatile enough to be used in any ground beef recipe” and can be used to make your usual meatballs or for toppings in your tacos.
Beyond Beef will be offered at the Whole Foods Market in Boulder, Co., where the first Beyond Meat product was first sold at a grocery store.
“We wanted to get back to our roots and show our appreciation to the place where it all began with a little sneak preview,” the company wrote on Instagram. “…Come be among the first to try this delicious new product that delivers the versatility, meaty texture and juiciness of ground beef with less of the baggage!”
Beyond Meat’s announcement of Beyond Beef comes after the company admitting that it is still working on improving its recipe in terms of appearance, aroma, texture, and taste. The improvements are said to make their products resemble real meat better.
“It’s challenging because we aren’t satisfied with our current products. And so as much as I love to hear and to really do that you know you’ve gone out to buy the product. Part of me cringes because I know that I have a product here that’s so much better than that,” Brown tells The Verge. “We are on this mission to build a perfect piece of meat and that product is imperfect. There are things about it that aren’t exactly like meat and that really bothers us.”
Particularly, Beyond Meat’s original plant-based burger patty now has a meatier taste and texture with marbling that ‘melts and tenderizes like beef.’ The company says that they used coconut oil and cocoa butter to mimic the marbling effect.
Additionally, Beyond Meat is making their patties with more ‘neutral flavor and aroma’, and is a complete protein source from its blend of pea, mung bean, and rice proteins. It remains to be free from GMO, soy, and gluten.
“We believe in a better Beyond. A Beyond that’s always striving for more. That’s, why we created the new, MEATIER Beyond Burger™. With mouthwatering marbling, a meatier chew, and all the juicy, GMO-free deliciousness you loved in the original, this new burger is closer to beef than ever before,” its website reads.
Brown was often asked by his mother: “Why are you so focused on perfectly replicating animal protein? Why don’t you just build a new source of protein for the front of the plate that people get really excited about?” I think we ought to earn that right. We have to prove that we can do this because the only thing that I know with absolute certainty about the consumer is that the consumer loves meat… Most of us do. Around 94 percent of the population here in the United States. And so that’s a really clear target for me,” Brown responds.
Shares of Beyond Meat were up more than 10% in early trading Monday on news reported by CNN. Now, Beyond Meat shares are up more than 550% since the company’s IPO in early May.