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Beyond Meat burger product expands distribution

Vegan company Beyond Meat have announced that their plant-based meat burger alternative, The Beyond Burger, is now available in three times as many places as before.

Each patty contains 20 grams of protein and zero cholesterol, and is also antibiotic, hormone, and GMO-free as well as being totally vegan, soy free and gluten free.

The Beyond Burger will now be available for purchase at 600 Kroger and Kroger-owned supermarkets. Following the product’s expansion in availability to 260 Safeway stores back in May, this latest increase in stocking means the plant-based burger is now available at 1,300 US supermarkets.

Interestingly, The Beyond Burger is stocked in the meat aisles of said supermarkets – something Beyond Meat have actively pursued: “We are grateful to see Kroger place the Beyond Burger in the meat aisle,” said CEO Ethan Brown — “where consumers are accustomed to shopping for burgers and believe this is an important step in broadening the way people think about, and define, meat”.

The burger is said to ‘bleed’ like a burger composed of animal products would, although a statement in the FAQs of the company website clarifies that this wasn’t an aim for the product: “While we didn’t design The Beyond Burger™ to “bleed” per se, the beets we use to give the patty a red-meat appearance have led some in the media to remark that the burger “bleeds” beet blood”.

It is currently priced at $5.99 per pack (two patties), which is similar in value to its animal-product competitors.

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