Beyond Meat Bets on Chicken Again

Beyond Meat is returning to its roots. After getting its start by pioneering plant-based chicken strips more than a decade ago, the company phased them out in 2019, citing a need to improve taste and texture. Now, a reimagined and improved unbreaded product, Beyond Chicken Pieces, is launching at more than 1,900 Kroger locations across the US.

Beyond Meat | Instagram

The launch is paired with a splashy campaign that extends beyond the grocery aisle. In partnership with the National Basketball Players Association, Beyond Meat unveiled a digital cookbook titled Go Beyond the Buzzer, spotlighting recipes from NBA stars including Kyrie Irving, Cade Cunningham, Jalen Brunson, and Josh Hart. Jarred Vanderbilt’s Beyond Chicken Fajita Bowl is among the featured dishes, showcasing how the unbreaded pieces can be incorporated into daily meals. The cookbook is free to download at Beyond Meat’s website.

Kroger deepens its plant-based meat offerings

The reentry comes as the plant-based meat industry works to regain footing after a turbulent few years. While the $8 billion category was once celebrated as the future of protein, US unit sales of plant-based meat declined five percent last year, while dollar sales declined four percent. Beyond Meat has felt much of the sector’s decline. Once a Wall Street darling, the California-based company has faced declining sales, executive turnover, and investor skepticism. In 2024, the company reported an 18 percent year-over-year decline in net revenues in the first quarter, and its stock continues to trade well below its 2019 IPO high.

Against that backdrop, Kroger—the largest supermarket chain in the United States—is playing an increasingly visible role in shaping the future of plant-based food. Next month, Korean plant-based brand Unlimeat will join Beyond Meat in the freezer aisle, launching its flagship Korean BBQ Bulgogi and Pulled Pork Original in more than 300 Kroger-affiliated stores across divisions including Ralphs, Fred Meyer, King Soopers, and Smith’s.

Like Beyond Meat, Unlimeat transforms grains and legumes into clean-label, non-GMO meat alternatives, offering convenience without compromising on flavor. The Korean BBQ Bulgogi, marinated in soy garlic sauce, is tailored for stir-fries, lettuce wraps, and rice bowls. The Pulled Pork Original is juicy and versatile, making it an ideal plant-based substitute for tacos, sliders, or fusion dishes.

“We’re excited to bring the bold flavors of Korean cuisine to a broader audience through our partnership with Kroger,” a Unlimeat spokesperson said in a statement. “Our mission is to make the healthy appeal of Korean cuisine more accessible to American tables, while delivering a balanced complete Korean meal experience—all through the lens of sustainable, plant-based innovation.”

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Unlimeat’s expansion comes amid a cultural high point for Korean cuisine. According to a September 2024 report from Circana, Korean restaurant locations in the US rose by 10 percent over the past year. Jungsik in New York became the first Korean restaurant in the US to earn three Michelin stars, and Korean food-related hashtags have surpassed 15 billion views on TikTok.

The new era of healthy vegan meat

As consumer tastes evolve and global cuisines gain traction, Beyond Meat is banking on health-focused reformulations to differentiate itself. The new Beyond Chicken Pieces are unbreaded, made with avocado oil, and deliver 21 grams of plant-based protein per serving. With only 0.5 grams of saturated fat and no cholesterol, GMOs, added hormones, or antibiotics, the product has earned certifications from the American Heart Association’s Heart-Check program, the American Diabetes Association’s Better Choices for Life program, and the Clean Label Project. The formula emphasizes simplicity and health: short ingredient lists, recognizable components, and heart-healthy fats.

Beyond Meat

The new chicken push arrives on the heels of several strategic resets. In March 2024, the company reformulated its Beyond Sausage product to address consumer concerns about taste and ingredient complexity. It also scaled back international distribution to focus on core North American markets. The company has been prioritizing health-forward products and simplification to win back lapsed consumers.

“Our process of developing protein for the center plate directly from plants can heal the human body in a way that’s really significant,” Beyond Meat founder and CEO Ethan Brown said in an episode of Fortune’s Leadership Next podcast yesterday. “We have studies that show that, but really importantly, it allows each consumer to take a really impactful step toward [climate action],” Brown said.

Despite the optimism, questions remain about the long-term viability of the plant-based meat category. Some analysts believe the sector’s slowdown is due more to price and flavor barriers than waning interest in plant-based diets. According to a 2024 Mintel report, nearly half of Gen Z and Millennial consumers are actively seeking to reduce their meat consumption, with health and sustainability cited as top motivators.

In that context, Beyond Chicken Pieces could serve as a crucial litmus test. The product enters a crowded freezer case alongside newer players like Daring and established brands like Gardein. But Beyond’s health-focused formula and athlete-backed marketing may help it stand apart. With fewer additives than its predecessors and a nostalgic nod to its original mission, the new pieces aim to deliver a credible chicken alternative without breading, which consumers increasingly see as unnecessary.