This week, California-based vegan brand Beyond Meat will launch its newest product, Beyond Meatballs, at retailers nationwide. The new meatballs are pre-seasoned with a blend of Italian spices, pre-rolled, and sold in 12-meatballs packs for a suggested retail price of $6.99. Beyond Meatballs will initially launch at Whole Foods, Stop & Shop, Sprouts, Harris Teeter, Kroger, and Albertsons, with expanded retail distribution planned for October.
On September 16, Beyond Meat is hosting a Beyond Meatball Shop pop-up in Los Angeles and New York where patrons—who must reserve their takeout meal through the brand’s Resy pages—can sample a complimentary Beyond Meatball Hero or Beyond Meatballs and Spaghetti entrée. “We’re thrilled to introduce Beyond Meatballs as they deliver on consumers’ growing demand for delicious and nutritious plant-based meat options without GMOs or synthetic ingredients,” Stuart Kronauge, Chief Marketing Officer at Beyond Meat, said. “We are proud to introduce our newest innovation at retailers nationwide and know our fans will be excited about the great taste and convenience of Beyond Meatballs.”
Beyond Meat is actively tackling factors that consumers face when making purchase decisions, namely convenience, availability, and affordability. Its new Beyond Meatballs are ready-to-cook and pre-seasoned, making them a convenient protein option. The company has also gained ground on the availability front since the launch of its Beyond Burger at a single Whole Foods Market in Colorado in 2016. Beyond Meat’s products are now available at more than 26,000 outlets across the United States, including Target, Walmart, Kroger, Whole Foods, and big box stores Costco, Sam’s Club, and BJ’s Wholesale. In August, Beyond Meat also launched a direct-to-consumer platform to make its vegan beef, burgers, and sausages, available to consumers for direct delivery. To make its vegan meat more affordable when compared to animal-derived meat, Beyond Meat launched a limited edition Cookout Classic bulk pack of its Beyond Burgers—priced at approximately $1.60 per vegan patty—at a majority of Target and Walmart stores nationwide in June.