EL SEGUNDO, Calif. – Plant-based protein company, Beyond Meat, has announced that its product, Beyond Burger, will be available at Yale Univ.’s 13 on-campus dining halls. The Ivy League school in New Haven, Connecticut, is the first university to carry the plant-based burger on a campus menu.
“We take an exciting step today as we partner with Yale to bring the Beyond Burger to students and the campus community,” Beyond Meat CEO Ethan Brown said in a statement. “It’s energizing to be among a generation so accustomed to questioning fixed assumptions, including, in our case, that meat must come from animals,” Brown added. “It’s particularly fun to do the launch in New Haven, the home of the self-proclaimed first restaurant in America to serve the original hamburger.”
According to Mintel’s Protein Alternatives Report, millennials embrace protein alternatives much more than other generations at 36 percent doing so, while baby boomers do so at 14 percent. Also, 64 percent of millennials have eaten a meatless burger, versus 28 percent of baby boomers.
“With eating trends taking a turn toward plant-based alternatives, we found it prudent to meet our students’ desires with the addition of the Beyond Burger to our on-campus menus,” said Adam Millman, senior director of Yale hospitality. “Providing this option reflects an understanding of the up-and-coming generation’s evolving dietary preferences in which animal-based protein, while important, plays a less prominent role.”
Yale Hospitality will feature the Beyond Burger on a locally crafted artisan bun with lettuce, tomato and a “secret” vegan sauce. The patty offers 20 grams of plant-based protein and is naturally free of cholesterol, GMOs, soy and gluten.