US meat alternatives business Beyond Meat has secured its first listing with a mainstream grocer in the country.
Beyond Meat’s Beyond Burger is to be sold in more than 250 Safeway stores in California, Hawaii and Nevada.
It’s here!!! @BeyondMeat Beyond Burger @Safeway in #NorCal!! Looking forward to grilling it ?? #vegan #plantbased pic.twitter.com/VOGkrGW6om
— Charles RICHARD (@charlie_thebird) May 28, 2017
Beyond Meat, a privately-held company producing plant-based meat products from soy and pea proteins, was set up in 2009 and has won listings in natural and organic retailers in the US, as well as at some foodservice operators.
In October, Tyson Foods, one of the world’s largest meat processors, bought a 5% stake in Beyond Meat.
Last month, Beyond Meat said it was to expand into its first overseas market, Hong Kong.
Earlier this month, the company announced it had appointed Coca-Cola Co. executive Chuck Muth as its chief growth officer. Muth was set to join Beyond Meat at the end of this month, with a remit to increase the distribution of the company’s products.
Why Tyson Foods’ investment in Beyond Meat is shrewd – just-food analysis from October 2016