Starting the week of June 22, vegan brand Beyond Meat will launch a limited edition Cookout Classic bulk pack of its Beyond Burgers at a majority of Target and Walmart stores nationwide, along with other select retailers. The new 10-pack will be available for a suggested retail price of $15.99 (or approximately $1.60 per patty). The Cookout Classic pack will be available through mid-August or while supplies last. 

“With summer grilling season underway, we are pleased to launch Cookout Classic value packs nationwide at our most affordable price point to date, enabling more consumers to Eat What You Love while enjoying the nutritional and environmental benefits of plant-based meat,” Ethan Brown, Beyond Meat founder and CEO, said. “This forward-looking pricing represents an important milestone along our journey to make Beyond Meat more accessible to all consumers.”

Beyond Meat’s new Cookout Line ceases the opportunity to fill store shelves with plant-based meat that is more affordable than its animal counterpart. The ongoing COVID-19 pandemic exposed several weaknesses in the meat industry in recent months such as an inability to adapt its shoulder-to-shoulder work environments to social distancing measures to keep workers safe while maintaining high outputs of meat products. As a result, thousands of workers have tested positive for COVID-19 leading to closures of slaughterhouses and disruptions in the meat supply chain—factors that are leading to animal meat shortages and price hikes

Beyond Meat will further slash prices through special promotions on its refrigerated products at stores such as Kroger, Publix, Albertsons, Whole Foods Market, Shoprite, Giant Foods, and Stop & Shop. Later this summer, the brand is also planning to launch a new direct-to-consumer option where customers can purchase its products directly from its website.  

Competing plant-based meat brand Impossible Foods is also filling the void left behind by animal meat shortages by recently expanding its retail footprint to 1,700 Kroger and Kroger-owned stores in 28 states, along with launching its own direct-to-consumer model.

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