New vegan burgers are set to launch in the meat aisle of thousands of stores across the US this Summer.
The patties, from Californian startup Before the Butcher, come in beef, chicken, turkey, and breakfast sausage varieties. They are made from a base of non-GMO soy protein.
"By mid-July, we’ll have our four burgers in two out of the three largest grocery retailers in the country, and by the end of August, we'll be in all three, with 3,000 plus retail locations across the country. We’ll also have bulk packs of burger ground, breakfast sausage, Italian sausage, and chorizo sausage," Danny O'Malley, Founder of Before the Butcher, told Food Navigator.
"We will be in the fresh meat department although one of the retailers will put one of our products in the frozen meat department, but regardless, we’ll be in the meat department [as opposed to the vegetarian/meat-free segment where brands such as Tofurky and Field Roast currently sit].
"I think we're soon going to see a plant-based protein section within the protein area of every grocery store across the country."
The first vegan meat to be sold in the meat aisle of grocery stores was the Beyond Burger, which launched in Target in early 2018.
Beyond Meat Founder and CEO Ethan Brown told Plant Based News: "From the beginning and right up to today, the idea has been that we want to be part of the mainstream discussion in terms of protein at the center of the plate.
"We don't want to be a niche product. We want to get out of the meat alternative case where almost no mainstream consumer shops."
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.Reuse this content
Maria is the Editor of Plant Based News. A former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers. She was previously the editor of 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.
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