Beyond Meat expands retail shelf space in Europe following robust demand

13 Apr 2021 --- US-based meat alternative giant Beyond Meat will significantly expand product distribution within thousands of European retail locations this spring.

The strategic move follows robust growth in the European plant-based foods market, with sales of plant-based foods increasing by 49 percent over the last two years, according to the company.

In April, UK retailer Sainsbury’s is almost doubling its distribution of the Beyond Burger nationwide. This follows the launch of Beyond Sausage in Sainsbury stores in January.

High-end grocer Waitrose also recently launched the Beyond Burger and Beyond Sausage. Between these two retailers, Beyond Meat is entering about 450 new retail stores throughout the UK market.

“These new and expanded retail partnerships in the UK serve as strong proof points that Europe’s appetite for plant-based meat is on the rise,” says Chuck Muth, chief growth officer, Beyond Meat. 

“We know our customers are looking for alternative protein options that taste great, and due to consumer demand, we’ve been able to grow rapidly to make plant-based meat options that are better for the planet and more accessible to all.”

Beyond Meat is expanding its presence in Europe amid strong demand for plant-based meat alternatives in the region.Across Europe
In addition to its expansion in the UK, Beyond Meat is extending its product offerings in over 1,000 new German retail stores and approximately 1,140 new retail stores in Austria. 

In the first quarter of 2021, Beyond Mince became available for the first time in the Netherlands and Switzerland.

With the recent development of Beyond Meat’s European product innovation Beyond Mince, the company continues its retail expansion focus in additional countries including, France, Spain, Belgium, Italy and more at prominent retailers such as Casino Group, Carrefour, Esselunga and Delhaize.

Ramping up production
Last June, Beyond Meat announced significant production expansions within Europe. The company opened its first co-manufacturing facility in Europe in partnership with Zandbergen World’s Finest Meat in Zoeterwoude. It also acquired its first manufacturing facility in Enschede, the Netherlands. 

The Enschede facility will work together with the Zandbergen co-manufacturing facility to allow for end-to-end manufacturing capabilities in Europe. Together, the facilities will increase the speed, scale and efficiency with which Beyond Meat can produce and distribute its products to its retail and foodservice customers across Europe, the Middle East and Africa.

In February, Beyond Meat inked two high-profile deals with fast food giants McDonald’s and Yum! Brands, the corporation that operates KFC, Pizza Hut and Taco Bell, to accelerate plant-based products in quick-service restaurants. 

The plant-based protein brand is simultaneously making significant investments in Asia. Last November, it unveiled a plant-based pork product, created especially for the Chinese market. 

Edited by Missy Green