Starting June 24, vegan brand Beyond Meat’s newest product, Beyond Beef, will begin hitting the shelves of retailers nationwide, including Whole Foods Market, Fred Meyer, HEB, King Soopers, Kroger (Atlanta, GA), Mariano’s, Ralphs, Safeway (Northern California), ShopRite, Sprouts, Wegmans, and more. Beyond Beef is made from the same non-GMO, soy-free ingredients as the Beyond Burger 2.0—a new version of the popular patty that features marbling similar to beef—but comes in a one-pound package that can be used as a one-for-one swap for ground beef in recipes. Prior to expanding the new product nationwide, last week, Beyond Meat launched Beyond Beef at the Whole Foods Market on Pearl Street in Boulder, CO—the first store to offer the Beyond Burger in 2016. “Beyond Beef is our next step forward as we work to perfectly build meat directly from plants,” Allison Aronoff, Senior Communications Manager for Beyond Meat, told VegNews. “With each new innovation, we strive to collapse the differences between our products and their animal-protein equivalents to deliver on our brand promise of enabling consumers to Eat What You Love™—that is delicious burgers, sausage, and ground meat made directly from plants, no sacrifice required.” On May 2, Beyond Meat became the first vegan meat company to be publicly traded on NASDAQ and its stock prices have soared to more than 500 percent above its initial public offering price ever since, with a prominent spike occurring within minutes of the company’s announcement that it increased its revenue by 215 percent year-over-year in the first quarter of 2019 to $40.2 million.

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