US meat alternative food maker Beyond Meat is expanding into its first overseas market, Hong Kong.
The company said that its Beyond Burger, made using alternative proteins, was launched in Hong Kong-based Green Common’s in-store bistros on Friday (7 April). Eco-retailer Green Common was founded by Green Monday and retail packs of the Beyond Burger will be sold in the protein aisle of Green Common supermarkets from 21 April.
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The Beyond Burger will also be available in May at The Butchers Club, a popular burger restaurant in Hong Kong, the company added.
“I am proud and ecstatic that Hong Kong and Green Common will be the first place outside of the US to carry The Beyond Burger,” said Green Monday’s David Yeung, CEO and co-founder. “Hong Kong, shockingly, has the highest meat consumption per capita in the world. The launch of The Beyond Burger, along with all Beyond Meat products, not only will pleasantly surprise consumers with an amazing taste and nutrition profile, but will also mark the official beginning of the food, health and sustainability revolution in Asia.”
Yeung added that Beyond Meat’s products – which the company say look and cook like meat – are “game changing” for the food sector. “I wouldn’t compare The Beyond Burger with other plant or meat burgers; I would compare it to the iPhone or Tesla, because it is, simply, a game-changer,” he commented.
Ethan Brown, Beyond Meat CEO, said that the company is still focused on expanding its US distribution as well as making tentative steps to grow internationally.
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By GlobalData“We’ve resisted offering the Beyond Burger internationally as we remain in the early stages of distribution here in the United States. However, reflecting recent increases in capacity, this special opportunity in Hong Kong, and our long-standing relationship with David, we are thrilled to announce this partnership. It has been gratifying to see consumers embrace The Beyond Burger in the United States, and we hope with this first step into Asia, we can bring greater awareness of the shifting protein paradigm to this vitally important economy.”
Beyond Meat secured an investment from US meat giant Tyson Foods, which holds a 5% stake in the group, last year. At the time, the company said it would use the funds to increase distribution, production and its product portfolio.
