Beyond Meat is further expanding its UK retail presence with the launch of its Beyond Burger and Beyond Sausage lines into Morrisons this week.
It means the brand is now available in Tesco, Sainsbury’s, Asda, Morrisons and Waitrose.
At £4 per pack, the chilled burger is cheaper by 30p compared to Tesco and Asda and by 50p when compared to the product’s price in Waitrose and Ocado. The line is curently retailing at £3.50 on promotion in Sainsbury’s, however, down from its standard price of £4.50.
The sausage SKU, meanwhile is also priced at £4 – the same as in Waitrose – while Sainsbury’s is currently selling the line at £3.50 (also on promotion).
With the rollout of its two main pea protein-based products into Morrisons, Beyond Meat “continues to increase the accessibility of delicious and nutritious plant-based meat options to even more consumers”, the brand said.
“We’re delighted to introduce Beyond Meat to Morrisons’ customers in our quest to make tasty plant-based meat more available across the UK,” said Jorg Oostdam, Beyond Meat general manager for Europe.
The launch comes as the brand, buoyed by increased availability across UK supermarkets, saw value sales jump by 30.8% to £13.4m during the year to 18 June [NielsenIQ].
This represented the meat-free category’s second highest rate of growth behind Richmond, according to The Grocer’s recently published Focus on Plant-Based Meat Alternatives category report.
However, the Beyond Meat brand has also faced difficulties over the past few months. It lowered its sales expectations for the year in August, following a fall in global sales of 1.6% for the second quarter to $147m, and announced it would cut jobs.