Beyond Meat said it will expand US distribution of its Beyond Burger into the meat section of Safeway grocery stores.
The ground-breaking burger’s expansion into Safeway marks a substantial push by Beyond Meat into the mainstream marketplace. The Beyond Burger, which has seen sell-out demand since its launch last May, will hit Safeway shelves in the chain’s Northern California division beginning Memorial Day weekend.
“At Beyond Meat, we are in the business of enabling consumers to eat what they love—in this case, delicious satiating burgers—while enjoying the health, sustainability, and animal welfare benefits of plant-based protein,” said Beyond Meat’s CEO Ethan Brown. “Early research indicates that 70% of Beyond Burger consumers are meat-eaters seeking to incorporate more plant-based foods into their diet.”
The Beyond Burger will be available in Safeway grocery stores throughout Northern California, Northern Nevada and Hawaii. As part of the Safeway launch, The Beyond Burger will be featured within a new Summer Grilling destination set promoting the kickoff of grilling season.
As a major food purveyor, Safeway’s distribution of the plant-based Beyond Burger aligns with the shift in consumer preferences reported in a recent NPD Group study that showed more than two-thirds of meat eaters are substituting a non-animal protein in a meal at least once a week, and 22 percent saying they are doing it more often than a year ago1. With the expanded availability at Safeway, the Beyond Burger will now be available at more than 650 grocery stores nationwide.
The Beyond Burger looks, cooks and satisfies like a traditional hamburger. Boasting 20 grams of plant-based protein, The Beyond Burger is naturally cholesterol free and contains no GMO’s, soy or gluten.
