The Executive Chairman of food tech company Beyond Meat has told PBN that the Beyond Burger is coming to the UK.
In an interview at last week's Compassion in World Farming's Extinction and Livestock conference, Seth Goldman said the company hopes to make the product available in 2018.
The burger, which is the flagship product of California-based company Beyond Meat - is already available from a number of retailers and restaurants across the States.
According to Goldman, making the products available overseas is a priority, and the UK is a key target market.
He said: "We have decided to approach the UK market strategically, and are currently approaching potential partners.
"We have plans to go on sale in the first quarter of 2018."
Watch PBN's interview with Beyond Meat Founder and CEO Ethan Brown
While Goldman declined to name any of the interested parties when it comes to distribution, he claims the brand is looking to enter both the retail and foodservice sectors.
"The plan is to be both, I would say, with more emphasis on retail," he said in an interview with just-food.
Beyond Meat's products are currently available in around 11,000 outlets in America, including Target and Walmart.
Its only overseas distribution deal is currently with Hong Kong.
The company as yet has no plans to expand further into Europe.
Goldman said: "It is further down. We want to go faster but we don't want to go too fast.
"We know there's going to be some challenge of bringing this overseas, but we don't know what it is yet. So, rather than encounter than five different challenges, let's go to the UK, let's get it up and running.
"As soon as we see we've got this, it's working, it'll be easier to go elsewhere."
Maria is the head of written content for Plant Based News. Also a former magazine editor, newspaper reporter, and features writer. Her writing has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. You can follow her on Twitter @MariaChiorando and Instagram @mariachiorando.
Disclaimer: The opinions expressed in this article are prepared in the author's capacity and do not necessarily reflect the views and opinions of Plant Based News itself.
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