The Beyond Burger launches in UK
Beyond Meat has launched its plant-protein burger to the UK market and claims it tastes and has the same texture as ground beef.
Authentic Food Co. has announced a partnership with Beyond Meat, securing a distribution deal to bring the ‘Beyond Burger’ to the UK grocery/foodservice market for the first time.
With apparent backing from Microsoft founder Bill Gates, Beyond Meat’s mission is to “create mass-market solutions that replace animal protein with plant-protein”.
Using researchers and scientists, the brand has created a process that seeks to imitate the texture of meat, by braiding together proteins, fats and minerals.
The company describes its Beyond Burger as: “the world’s only burger that looks, cooks, and tastes like ground beef.”
Ethan Brown, founder and CEO at Beyond Meat, said: “At Beyond Meat, we’re dedicated to perfectly building ‘meat’ from plants.”
He describes the partnership with The Authentic Food Co. as “an exciting opportunity for us to bring our flagship product, The Beyond Burger, to consumers across the pond.”
Nik Basran, CEO of Authentic Food Co. added: “Matt has brought in lots of new ideas and thinking around plant based food and the possibilities it can give consumers.
“As a meat lover I can confirm The Beyond Burger tastes fantastic and we’ve got some very exciting plans in the pipeline that we’ll be announcing in summer.”