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.
Maria is 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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