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Beyond Meat scores a win in Europe with retail placement in 1,600 German supermarkets.
Despite recent layoffs and slowing US sales in the vegan sector, European demand for plant-based foods continues. This is good news for Beyond Meat, one of the hardest hit by weak sales in the United States, which recently laid off 19% of its workforce.
The California-based company may be gaining momentum across the pond, with the new German expansion announcement that sees its flagship burger find placement in 1,600 stores REWE, a leading retailer from the country.
“At Beyond Meat, we work tirelessly to make our delicious, plant-based meat products accessible to everyone,” Jaap Veth, DACH retail sales manager at Beyond Meat, said in a statement.
“Half of Germans eat less animal meat today than five years ago; one in five now eat plant-based meat at least once a week. We are very proud to bring our popular Beyond Burger to more REWE supermarkets. This way, people all over Germany can enjoy the benefits of plant-based meat and still eat what they love,” Veth said.
The news follows the German debut of Singaporean vegan chicken giant, TiNDLE, earlier this year. The brand landed in restaurants in Berlin, Munich, Dusseldorf and Stuttgart over the summer.
Germany embraces plants
Germans have continued to reduce their meat and dairy consumption in recent years, even despite a low score on a recent index examining global dietary guidelines, which ranked it 50th out of 95 countries for promoting a sustainable and vegan diet.
But despite the lack of government guidelines and despite its history of meat-rich foods, a recent survey of more than 7,500 Europeans also found that Germany is second only to Romania in reducing meat consumption. meat.
Earlier this year, Berlin-based Perfeggt announced additional pre-seed funding to accelerate its distribution plans. The startup uses bean protein to create its signature product. The same goes for The VGN, a startup founded by former Aldi supermarket managers with a passion for animal-free food.
Burger King has also been aggressive with its plant-based options in the German market. Last year he opened his first meatless pop-up in Cologne. This place offered plant-based nuggets, burgers, and a plant-based version of The Long Chicken sandwich.