Denmark’s largest retail chain, Dansk Supermarked Group, announced this week the launch of vegan “minced meat” (aka, ground beef) at all 600 of its locations across the country. Local brand Naturli’ Foods spent one year developing the meat alternative called Naturli’Hakket, which is made from soy, wheat, almonds, mushrooms, coconut oil, beets, and tomato. “I met the senior category manager of fresh meat from Dansk Supermarked Group, Kasper Fuglsang, by coincidence,” Naturli CEO Henrik Lund said, “and he told me that if I could present a product that tastes good and had a competitive price he would make room for it in his 600 stores in Denmark. So I did.” Lund drew inspiration for the new meat alternative from United States-based Beyond Meat—which was too busy to collaborate with Lund when he approached it last year. Founded in 1988, Naturli Foods also produces a variety of plant-based products, including oat milk, coconut-oil spread, hummus, vegan deli meats, and prepared meals.