EL SEGUNDO, CALIF. — Beyond Meat, Inc. is aiming to inspire a shift to plant-based meat at barbecues and summer gatherings with the launch of Cookout Classic.
The limited-edition burger 10-pack is available at Walmart and Target stores nationwide and select retailers across the United States beginning June 22. Sold in the frozen meat aisle with a suggested retail price of $15.99 ($1.60 per patty), the new offering “is intended to narrow the price gap between plant-based meat and animal protein, making delicious, nutritious and sustainable plant-based meat more accessible to more people,” Beyond Meat said.
The Non-GMO Project verified burgers are made with plant-based ingredients without soy or gluten and are packaged in a fully recyclable cardboard carton.
“With summer grilling season underway, we are pleased to launch Cookout Classic value packs nationwide at our most affordable price point to date, enabling more consumers to ‘Eat What You Love’ while enjoying the nutritional and environmental benefits of plant-based meat,” said Ethan Brown, founder and chief executive officer of Beyond Meat. “This forward-looking pricing represents an important milestone along our journey to make Beyond Meat more accessible to all consumers.”
The debut of Cookout Classic value packs is one of many initiatives Beyond Meat has planned to increase accessibility of its plant-based meat, including a new direct-to-consumer site expected to launch later this summer, the company said.