-KH News Desk (cbdigital@imaws.org)
Beyond Smashable Burger is a plant-based patty designed to offer nutritional benefits, and sustainability, targeting consumers interested in plant-based options.
Beyond Meat, a leading plant-based meat company, is set to launch its latest product, the Beyond Smashable Burger, at the National Restaurant Association Show in Chicago. This innovative burger is designed to be smashed by restaurant operators onto hot grills, resulting in a perfect griddle smash, crispy crust, and juicy texture. Unlike traditional burgers, the Beyond Smashable Burger comes in unformed 2.5-ounce patties that can be smashed to the preferred size during cooking.
The launch of Beyond Smashable Burger marks Beyond Meat’s first product release of 2023 and represents a significant step forward in taste and sensory experience, according to CEO Ethan Brown. The company has received positive feedback from consumers, indicating its potential for success.
Beyond Meat highlights the performance, nutritional, and sustainability benefits of the Beyond Smashable Burger. Each patty contains 13 grams of protein, 35% less saturated fat than an 80/20 ground beef patty, and has no cholesterol or added soy ingredients. The popularity of smash-style burgers has been on the rise, with more restaurants featuring them on their menus. Additionally, the demand for plant-based burgers has surged, with a significant increase in the usage of the term “plant-based burger” on restaurant menus in the last four years, as indicated by Datassential statistics. Approximately one-third of consumers express interest in plant-based burgers.
While Beyond Meat has faced sales and operational challenges in recent times, the company is actively working towards profitability and has implemented a new strategy focusing on sustainable growth. This strategy involves cost-cutting measures, adjusting production to meet actual demand, targeted marketing, and continued innovation.
The launch of the Beyond Smashable Burger comes at a time when Beyond Meat’s U.S. food service revenues are declining. However, it can help the company establish a presence among smaller operators and enhance its popularity. Although it may not immediately secure partnerships with larger U.S. quick-service restaurant chains like McDonald’s, the product has the potential to resonate with consumers interested in plant-based meat for environmental reasons, especially younger consumers.
Beyond Meat’s international food service sales have been more successful, partially attributed to European consumers’ focus on sustainability. By targeting specific pockets of U.S. consumers who prioritize environmental concerns, Beyond Meat aims to expand its market share and appeal.
Overall, the launch of the Beyond Smashable Burger represents an exciting development for Beyond Meat as it continues to innovate and cater to consumers’ evolving preferences in the plant-based meat market.
