Beyond Meat to sell vegan burgers in meat aisle

Beyond Meat to sell vegan burgers in meat aisle

With many companies now offering vegetarian and vegan meat alternatives, Beyond Meat is wanting to encourage omnivorous to try out its new animal-free product, the Beyond Burger. This new offering will be sold alongside real meat in the poultry and red meat aisles of Whole Foods, Colorado, US. It also claims to be “the world’s first plant-based burger that looks, cooks, and tastes like ground beef”.

Ethan Brown, founder of Beyond Meat, said: “This is what I had in mind when I started the company.”

In the battle between animal protein and plant protein, the launch of this new burger is a chance to highlight the fact that you can get plenty of protein and taste with a plant-based product.

However, there are some vegans who don’t feel comfortable buying the Beyond Burger from an aisle selling pork, chicken, beef, lamb and other meat. In response to these concerns, Beyond Meat has commented:

“The Beyond Burger’s meat aisle placement will provide all consumers – not just vegetarians and vegans – with the opportunity to shop for plant and animal meats in a single selection set. This is the opening shot in our bid to transform the meat case into the protein case”.


Would you be put off buying a vegan item from a meat aisle? Or do you think the placement is an inspired move to promote plant-based protein to non-veggies?

Image credit: Beyond Meat




Rachida Brocklehurst

Rachida is Founding Editor-in-Chief of Green Vie Magazine, and has worked in editorial and publishing for over 10 years. She also runs a digital marketing agency for vegan-friendly businesses and the hospitality sector, and is publishing her first book this autumn. In her spare time, she enjoys international travel with her partner, creating different flavours of hummus and rescuing cats.

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