US plant-based food company Beyond Meat yesterday moved into the UK, bringing its vegan burgers to British supermarkets and restaurants.
The Los Angeles-based business produces the plant-based Beyond Burger, which it says replicates the texture of meat while providing added nutritional benefits.
The Beyond Burger went on sale yesterday at 350 Tesco branches across the country. It is also available at Honest Burgers and All Bar One.
“We see the growing global demand for delicious, plant-based proteins and are excited to serve that demand in the UK with the revolutionary Beyond Burger,” said executive chair Seth Goldman.
“Bringing our innovative approach to merchandising to the UK, Tesco will sell the Beyond Burger in the chilled meat aisle alongside animal-based proteins.”
Beyond Meat, which is currently available in thousands of supermarkets and restaurants in the US, has received backing from Bill Gates and Leonardo di Caprio.
The company is reportedly planning to going public, with JP Morgan, Credit Suisse and Goldman Sachs hired to lead the initial public offering (IPO), according to CNBC.
Beyond Meat has been contacted for comment.
The brand's move into the UK comes amid growing popularity for plant-based foods. Last year food delivery company Just Eat recorded a 987 per cent increase in demand for meat-free food.
Tesco's prepared foods selling manager, Martyn Doble, said: “The Beyond Burger has been one of the most eagerly anticipated food launches of the year and we believe that this fantastic tasting patty will be a real game changer for anyone considering going vegan or trying a flexitarian diet.
“The most common reaction from those that have tried it is that they cannot believe it is made from plants.”