Beyond Meat bills itself the world’s first plant-based burger sold in the meat case of U.S. grocery stores. But interviews with nine U.S. grocery chains show that retailers are still figuring out Beyond Meat’s best fit in their shopping aisles:
NEW YORK - In a bid to directly compete with ground beef and pork sausage, Beyond Meat Inc bills itself the world’s first plant-based burger sold in the meat case of U.S. grocery stores.
Natural Grocers by Vitamin Cottage Inc, which owns some 150 stores in 19 states, told Reuters it places Beyond Meat in a refrigerated section with other alternative proteins like tofu, and not the meat case, to avoid confusion among shoppers, its co-president, Kemper Isely, said. Beyond Meat and its new meatless burger rivals are counting on going head to head with meat inside stores. They avoid terms such as vegan or vegetarian, and request stores do not place their products in the supermarket vegan aisle where non-meat eaters traditionally buy tofu, tempeh and other plant-based alternatives.
But while Beyond Meat requests stores sell its products next to real meat, there are no contractual obligations on product placement, according to interviews with nine retail chains. Some grocers, such as The Fresh Market Inc, which operates some 160 stores across 22 states, place Beyond Meat in the freezer with other veggie burgers or even the dairy section as they evaluate sales and decide on a long-term placement strategy.
Since moving the burger out of the freezer, Beyond Meat sales are up 60 percent, Saenz said, while sales in the overall vegan section grew 20 percent. The move has drawn the ire of the U.S. Cattlemen’s Association, which wants the meat case reserved exclusively for real meat and says the new products create confusion and erode the trust consumers place in the meat case.
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