A staggering 93 percent of people buying vegan Beyond Burgers in grocery stores also buy animal meat, according to a report.
"So they're buying not only plant-based meat, but they're buying animal meat and that's a really important breakthrough for us," he added.
25 million vegan burgers
In addition, he revealed that Beyond Meat has sold more than 25 million vegan burgers worldwide. The company, which expanded its sales reach significantly last year, is now valued at $550 million dollars.
Since its initial 2016 launch in US Whole Foods, the burger has hit shelves in grocery stores across America including Kroger and Safeway, and menus in chains like TGI Fridays and Carl Jrs. Last year it traveled to the UK, and is available in Honest Burgers and All Bar One outlets, as well as Tesco stores up and down the nation.
"The burger is something people love," Ethan Brown, founder of Beyond Meat, told CNBC Make It. "And so we went after that core part of the American diet. We're reaching mainstream consumers that are interested in healthier forms of meat."