US-based vegan brand Beyond Meat expanded distribution of its plant-based Beyond Burger to its first international location last week. Hong Kong plant-based retailer Green Common—opened by social enterprise group Green Monday—will stock the Beyond Burger in the meat department and feature the innovative burger on its in-house bistro menu at two of its four locations (Harbour City and Landmark). Green Monday’s CEO David Yeung said that this launch represents the “official beginning” of the plant-based food revolution in Asia. “I wouldn’t compare the Beyond Burger with other plant or meat burgers,” Yeung said. “I would compare it to the iPhone or Tesla, because it is, simply, a game-changer.” Beyond Meat launched its Beyond Burger last May in the meat department at a Boulder, CO Whole Foods Market and—in part thanks to an investment from meat company Tyson—has rapidly expanded to stores nationwide. It is currently also available at 28 locations of vegan fast-food eatery Veggie Grill. “It has been gratifying to see consumers embrace the Beyond Burger in the United States,” Beyond Meat CEO Ethan Brown said, “and we hope with this first step into Asia, we can bring greater awareness of the shifting protein paradigm to this vitally important economy.” This May, Beyond Burger will also be available on the menu of Hong Kong’s The Butcher Club—a restaurant that specializes in dry-aged meat.
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