According to the company, its new 'Beyond Beef' has 'the juicy taste and texture of ground beef but with 25 percent less saturated fat than beef'.
The ground plant meat, which is made from mung, pea and rice proteins, has been created for use in tacos, meatballs, sliders, empanadas other dishes which would traditionally use ground beef.
Vegan ground beef
"We've long had our eye on creating a product that enables consumers to enjoy all the benefits and versatility of ground beef while tapping into the human health, environmental, and animal welfare benefits of plant-based foods," Ethan Brown, Founder and Chief Executive Officer of Beyond Meat, said in a statement.
"As is our commitment, we've built this latest addition to our family of plant-based meats while being thoughtful about ingredient choices that support everyday use by the whole family, including strict avoidance of GMOs, soy, or gluten."
Meat eating customers
Beyond Meat aims its products at meat eaters: a staggering 93 percent of people buying vegan Beyond Burgers in grocery stores also buy animal meat.
"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.