Plant-based pioneer Beyond Meat is expanding its range of meat alternatives in the UK, with the introduction of three new chicken-style products: Beyond Burger® Chicken-Style, Beyond Fillet®, and Beyond Nuggets®. The new products are made from plant-based ingredients and designed to look, cook, and taste like their animal counterparts.
The new products have begun to launch in select Waitrose stores, with all three products set to be available in select Sainsbury’s branches from early May. The products are suitable for carnivores, flexitarians, vegetarians and vegans alike, providing tastebud-teasing and protein-packed alternatives to traditional meat.
Beyond Meat’s latest launch comes just in time for the UK’s Coronation celebrations, offering a plant-based version of one of the nation’s favourite street party foods – Coronation Chicken. To inspire creativity in the kitchen, Beyond Meat is providing a range of recipes, including a special Beyond Coronation Chic-King Sarnie created by plant-based guru Sam Jones of No Meat Disco.
According to the latest study by GFI, sales of plant-based meat across Europe have grown by 21% from 2020 to 2022, with consumers increasingly swapping animal meat for plant-based alternatives due to concerns around sustainability, animal welfare and balanced lifestyles. Beyond Meat is responding to this increased demand by introducing new products on the market.
Steve Dalby, Regional Sales Manager UK at Beyond Meat, said: “In our quest to make plant-based meat more accessible, we’re constantly adapting and refining our portfolio to meet different European taste preferences. After launching beef- and pork-style products in the UK over the past years, we’re delighted to be introducing Brits to our tasty new Chicken-Style range.”
Catherine Shacklock, Waitrose Chilled Vegan & Vegetarian Buyer, added: “Our customers are always looking for something new, and this product is a great example of how advanced the plant-based market has come in both flavour and texture in recent years.”
The new Beyond Chicken-Style range includes Beyond Burger® Chicken-Style, which packs 15 grams of protein per 100g, Beyond Fillet®, a crunchy and juicy main course option, and Beyond Nuggets®, a convenient and easy-to-make snack or meal option. The new products complement the existing Beyond Meat portfolio in the UK, which includes Beyond Burger®, Beyond Sausage®, Beyond Mince® and Beyond Meatballs®.
The protein in the new Beyond Chicken-Style products comes in part from wheat gluten and the fava bean, which Beyond Meat has identified as the optimal ingredient for replicating the taste and texture of traditional chicken. Beyond Meat continues to unlock the potential of new plant protein sources, having previously popularized pea protein with the iconic and award-winning Beyond Burger®.