U.S. Markets closed

Beyond Meat’s Next Product Will Be 'Ground Beef'

Chris Morris

Beyond Meat is moving beyond burgers and sausages.

The company has announced it will introduce a new ground beef substitute, called “Beyond Beef” next Monday, June 24. The plant-based product will reportedly marbleize and tenderize just like the traditional kind. It will be carried in major grocery chains including Wegman’s, Whole Foods and select Kroger stores.

The new product is a departure from the pre-formed patties and sausages the company has historically distributed, in that it allows consumers to use Beyond’s products in a wide range of home recipes, from meatballs to tacos to bolognese sauce.

Sold in one pound packages, Beyond Beef is made of a mix of pea, mung bean and rice. The company says it still has the meat-like consistency that has made the burgers a hit with consumers.

 

The new product comes roughly a week after Beyond Meat introduced a new patty that featured the same marbleization effect.

Beyond Meat went public last month, with the best debut of 2019. The company’s product have been embraced by a variety of restaurant chains, eager to capture consumer excitement for a healthy burger alternative that doesn’t sacrifice taste or texture. (Arby’s has been a notable exception.)

Fred Meyer, HEB, King Soopers, Mariano’s, Ralph’s, ShopRite and Safeway locations in Northern California will also carry Beyond Beef.

More must-read stories from Fortune:

—Michaels offers lessons in the perils of being a tech laggard

—It’s all clicking for Wayfair, a Fortune 500 newcomer

—Sears’ seven decades of self-destruction

—How Dollar General brings in billions each year

—Listen to our new audio briefing, Fortune 500 Daily

Follow Fortune on Flipboard to stay up-to-date on the latest news and analysis.