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Beyond Meat launched a new “meatless” product, and it is the chicken option for its range of plant-based meat products. On Thursday, July 8, the company announced it has released its meat-free chicken tenders in the United States.
The launching of the Beyond Chicken
The new Beyond Meat chicken will be distributed in about 400 restaurants in the U.S. The faux chicken has been developed as the company saw big success in its plant-based beef range. Now, it is hoping to see the same success with its new chicken tenders.
“Allow us to reintroduce ourselves. Neet Beyond Chicken Tenders - our latest, greatest, crispiest innovation,” Beyond Meat tweeted on July 8. “It is Non-GMO, has 14 grams of protein and 40% less saturated fat than the leading foodservice chicken tenders”
It was noted that chicken is currently the most popular meat in the U.S., and in fact, there is even a so-called “chicken sandwich war” between the leading fast-food chains, including Burger King, Popeyes, KFC, and McDonald’s.
Thus, with its popularity, Beyond Meat would like to take advantage of the demand and get its share in the market for chicken. The company is also aware of the boom in plant-based food options and combined with the demand for chicken. Beyond Meat is hoping to be a leader in this market.
“The demand for our beef products really started to pick up to the point where we really had to allocate all of our production capacity to it,” Ethan Brown, Beyond Meat chief executive officer, said in an interview. “So we decided to discontinue, which was also motivated by the fact that we wanted to make it better.”
Trying for the second time
At any rate, Beyond Meat is introducing the chicken product, and it will be out in restaurants soon. The launch comes after it discontinued the frozen chicken strip more than two years ago. Reuters mentioned it was pulled out because of the negative feedback.
As the chicken strip was discontinued, Beyond Meat focused on Beyond Burger and got a different response from the public. The “meatless” burgers are popular now, and the company is banking on this success to make sure that the new chicken tender will be hit this time around.
