Beyond Meat has expanded its offering in UK supermarkets with a first listing in Asda.
The US plant-based giant’s Beyond Jalapeño Burger went into 317 Asda stores last week in chilled (rsp: £4.28/226g) and frozen (rsp: £3.98/226g) variants. The original Beyond Burger, meanwhile, is now on sale in 350 Asda convenience stores, in both chilled and frozen, at the same price points.
The Asda listing means Beyond Meat is now available in Tesco, Sainsbury’s, Morrisons and Ocado.
It comes as Beyond Burger has also partnered with social media influencer and healthy eating advocate Dr Divya Sharma (aka Doctor Bowl) to develop a new midweek BBQ recipe using the Beyond Burger.
And to coincide with its Asda listing, the brand undertook a poll of 2,000 UK adults last month into barbecuing habits, which revealed 78% felt they were no longer limited to weekends or special occasions, with 58% preparing healthier mid-week barbecue meals and 47% prioritising plant-based options.
“Expanding our footprint in Asda, both in chilled and frozen, allows us to reach more shoppers with convenient, versatile plant-based options,” said Lee Crane, Beyond Meat regional sales manager for retail.
“The wider distribution of the original Beyond Burger reflects its strong performance and growing relevance with flexitarian consumers. With the latest variant, Beyond Burger Jalapeño, we’re adding a spicier choice that responds to demand for bold flavours and summer grilling options.”
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