Beyond Meat offers new burger to Hong Kong market

by MEAT+POULTRY Staff
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 Beyond Meat
Tyson Foods acquired 5 percent stake in the maker of meatless substitutes  last October.
 

EL SEGUNDO, Calif. – Beyond Meat, a manufacturer of plant-based meat substitutes, has announced the launch of The Beyond Burger at Hong Kong’s Green Common markets starting April 7. The new meatless burger will be served at the in-store bistro of Green Common’s Harbour City and Landmark locations. Retail packs will be available in the protein aisle of Green Common supermarkets starting April 21. In addition, by May, The Beyond Burger will be available at The Butchers Club, a popular burger restaurant in Hong Kong known for its dry-aged beef.

“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. Green Monday opened the world’s first plant-based green living concept store Green Common in Hong Kong in 2015.

“Hong Kong, shockingly, has the highest meat consumption per capita in the world,” Yeung said. “The launch of The Beyond Burger, along with all Beyond Meat products, not only will pleasantly surprise consumers with amazing taste and nutrition profile, but will also mark the official beginning of the food, health and sustainability revolution in Asia.”

 “We’ve resisted offering the Beyond Burger internationally as we remain in the early stages of distribution here in the United States” said Ethan Brown, CEO of Beyond Meat. “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.”

Springdale, Arkansas-based Tyson Foods Inc. announced Oct. 10 that it had acquired a 5 percent stake in El Segundo, California-based Beyond Meat. Beyond Meat makes meatless alternatives that have the taste and texture of animal protein. The company makes alternatives to meatballs, chicken strips and tenders, beef crumbles and burger patties. The products are made with soy or pea protein, and are free of gluten, dairy, trans fats, cholesterols and GMO ingredients.

“We’re enthusiastic about this investment, which gives us exposure to a fast-growing segment of the protein market,” said Monica McGurk, executive vice president of strategy and new ventures & foodservice at Tyson Foods at the time of the Oct. 10 announcement. “It meets our desire to offer consumers choices and to consider how we can serve an ever-growing and diverse global population, while remaining focused on our core prepared foods and animal protein businesses.”

According to Beyond Meat, The Beyond Burger looks, cooks and tastes like hamburger. It contains 20 grams of plant-based protein, and does not contain gluten, cholesterol, soy or GMOs.

“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,” Yeung said.

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