Beyond Meat is launching value packs across the U.S - with burgers costing $1.59 each.
The limited-edition Cookout Classic pack, which offers 10 patties for $15.99, will start rolling out in stores nationwide from the week beginning June 22.
Stockists will include Walmart, Target, and Wegmans among other retailers.* The packs can be found in the freezer section.
'Most affordable price point to date'
"With summer grilling season underway, we are pleased to launch Cookout Classic value packs nationwide at our most affordable price point to date, enabling more consumers to Eat What You Love™ while enjoying the nutritional and environmental benefits of plant-based meat,” Ethan Brown, founder and CEO, Beyond Meat, said in a statement sent to Plant Based News.
"This forward-looking pricing represents an important milestone along our journey to make Beyond Meat more accessible to all consumers."
Brown revealed back in May that his company would be taking steps to mitigate the impact of the COVID-19 pandemic - and that 'more aggressive' pricing would be implemented in a bid to start offsetting the impact of foodservice closures during the lockdown, the sales of which 'generated about 42 percent of revenues in the three months to March 28'.
Brown discussed the impact of the lockdown during an earnings call, as reported by Food Navigator, admitting that while the company had seen a simultaneous boost in retail customers, this did not offset the losses from foodservice demand dropping.
He added: "We are not idly waiting for circumstances to accommodate our planned growth trajectory...As the pandemic began to interrupt the world economy, we created offensive and defensive teams across the company to guide our navigation of the changing landscape."
Aside from offering 'more aggressive' pricing via value packs, Brown said the company would be building a direct-to-consumer operation, which he said would launch later this quarter.
*Cookout Classic retailers:
- Giant Foods
- Giant Martins
- Harris Teeter
- Safeway, NorCal Phoenix & Portland
- Sherwood Foods, Maple Heights
- Stew Leonards
- Stop & Shop
- SuperValu, Mountain West and Pacific Northwest
- Westside Foods