“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 in a statement. “Early research indicates that 70 percent of Beyond Burger consumers are meat-eaters seeking to incorporate more plant-based foods into their diet.”
In addition to Northern California, the Beyond Burger will be available in Safeway stores in Northern Nevada and Hawaii, as well. As part of the launch in Safeway meat cases, a summer grilling promotion will feature Beyond Burger to kickoff grilling season.
The NPD Group study, “Protein and the Plate Research Project,” from March 2016 states that over two-thirds of meat eaters substitute a non-animal protein in a meal at least once a week and 22 percent say they do it more often than they did one year ago. With the expanded availability at Safeway, the Beyond Burger will now be available at more than 650 grocery stores nationwide.
The Beyond Burger lists 20 g of plant-based protein and contains no cholesterol, GMOs, soy or gluten. Visit the Beyond Meat Blog for a complete list of participating Safeway stores.