The UK launch of the much-hyped Beyond Burger has been delayed until further notice as short supplies left the brand doubting its ability to meet demand.
Beyond Meat’s ‘next generation’ of meat alternative burgers had been scheduled to roll out in 350 Tesco stores at the beginning of August. However, that launch has now been pushed back, with no new launch date confirmed.
“We’re seeing much higher than expected demand for the Beyond Burger in the US, and even in the few places where we’ve placed it in the UK demand is higher than expected,” said Beyond Meat executive chair Seth Goldman.
“We are taking steps to make sure that when we do launch, we will be sure to have enough product to keep the shelves full.”
The setback comes despite Beyond last month opening new a Missouri factory dedicated to production of the Beyond Burger to cater for the brand’s global aspirations. The opening of its second factory more than tripled its manufacturing area and created in excess of 250 new jobs.
The burger’s soft launch came last month, going on sale in one branch of restaurant chain Honest Burgers and Tesco’s Cambridge superstore café.
When launched in UK grocery retail, the Beyond Burger is set to go on sale across 350 Tesco stores in chilled aisles alongside meat, mimicking the success of its US merchandising model, and in the frozen aisle (rsp: £5.50).
Beyond has made “minor” amendments to the colourings used in its burger recipe to bring it in line with EU regulations.
Manchester-based ready meal specialist The Authentic Food Co secured a deal to distribute the pea protein-based burger into British retailers and restaurants in May, with the agreement ensuring the UK would become the second country after the US to stock the product on supermarket shelves.