The famously high-tech vegan Beyond Burger will soon be available at more than 600 Kroger-owned outlets in the US.
Kroger - which is one of the world's biggest grocery retailers - carries a number of stores under its banner including Fred Meyer, King Soopers, Kroger and Ralph's.
The Beyond Burger's foray into Kroger's - which sees distribution more than triple, and the burger available in around 1,300 outlets - reflects growing consumer demand for plant-based food.
Beyond Meat CEO, Ethan Brown, said: "At Beyond Meat, our focus is on building meat directly from plants - juicy, delicious, satiating meat that also delivers the upside of plant-based protein.
"We are grateful to see Kroger place the Beyond Burger in the meat aisle, where consumers are accustomed to shopping for burgers and believe this is an important step in broadening the way people think about, and define, meat."
Roll out of the Beyond Burger into the 605 stores began yesterday, starting with Ralph's, King Soopers and Kroger stores. Fred Meyer locations will offer the burger online from early August.
Consumers are advised to call ahead before visiting shops, as the roll out is expected to take some weeks.
A full list of Beyond Burger Kroger stockists can be found here.