Plant-based startup Beyond Meat is 'gearing up' to launch its flagship product - the Beyond Burger - in the UK.
Last year company Chairman Seth Goldman told PBN that the burger would come to Britain in the first quarter of 2018.
Now, according to a report in The Grocer, 'Beyond Meat is currently gearing up for a UK launch in the coming months'.
PBN interviews Seth Goldman
In the US, the Beyond Burger is famously stocked alongside traditional animal meat - a key part of Founder Ethan Brown's plan, as he didn't want the product to be hidden with the niche specialist foods. He wanted an appeal beyond the veggie/vegan market.
And the plan appears to be working - around 70 percent of those who consume the burger are thought to be meat eaters
But according to The Grocer's report, the company will be stocking its products in the freezer section of UK supermarkets.
PBN interviews Ethan Brown
Goldman says: "It was a bit of a disappointment [to be in the freezer section], but we can only be so disruptive.
"And we have been reassured there are enough people in the UK willing to buy frozen.
"We have a section on our website for international enquiries, and most of them are coming from the UK.
"There’s real excitement about Beyond Meat in the UK, which is why we’ve chosen the UK to be our first retail market outside the US. We think the potential is fantastic."
Goldman told PBN last year that the company is likely to focus on the retail sector first, before the burger is available in restaurants.