Beyond Meat is constantly working to increase accessibility to plant-based options through the development of new sales channels. The company recently broke into the club channel when it partnered with Costco, and is now expanding through partnerships with BJ’s Wholesale and Sam’s Club. Additionally, Beyond Meat has teamed up with Wawa to launch a new plant-based Sizzli® Breakfast Sandwich made with Beyond Breakfast Sausage®.
“Having entered all national conventional retailers in the U.S., we looked for where the white space existed and club stores were the next logical step towards increasing accessibility to plant-based meat among mainstream consumers,” said Chuck Muth, Chief Growth Officer, Beyond Meat. “By offering the Beyond Burger in a larger format, we’re able to provide value to consumers and a more accessible entry point for those looking to try a plant-based option for the first time or increase their adoption of plant-based meat. With the added focus on retail the past few months as well as a shift towards less frequent, stock-up style shopping trips, our distribution in club stores has been especially critical.”
According to a press release, Beyond Meat was the first plant-based meat option that Sam’s Club explored via an initial test earlier this year at all locations. Following a strong, positive response from consumers, Sam’s chose to make the Beyond Burger a permanent offering. After seeing a growing interest in plant-based options, BJ’s Wholesale evaluated several different offerings and ultimately chose to offer its members Beyond Meat.
This growth in the club store sector comes on the heels of an exciting year of growth for Beyond Meat, whose portfolio of plant-based proteins was available at approximately 25,000 retail stores across the U.S. as of March 28, 2020, including Kroger, Walmart, Target, Whole Foods Market, Albertsons/Vons/Pavilions, Publix, Wegmans, Sprouts, and more.
Plant-based collaborations are also key to unlocking expansion for Beyond Meat, with the company teaming up with Dunkin’ Donuts, KFC, Blue Moose, and more to launch new plant-based offerings. The new Sizzli® sandwich is now available in all 650 Wawa stores in the Mid-Atlantic operating area of Pennsylvania, New Jersey, Delaware, Maryland, Virginia, and Washington, DC, and will be available in all 220 stores in Florida starting on Monday, August 10.
“Wawa is a cult favorite brand and we’re excited to partner with them to introduce several new breakfast options made with Beyond Breakfast Sausage. These new on-the-go options not only taste great, but will make plant-based meat more accessible to more consumers,” said Muth.
Made with simple, plant-based ingredients, like peas and brown rice, without GMOs, soy, gluten, or artificially produced ingredients, Beyond Breakfast Sausage is available as part of a Sizzli breakfast sandwich served with egg and cheese on a bagel. Beyond Breakfast Sausage is also available to order and customize on the touch screen system in other menu items including breakfast bowls, built-to-order bagel sandwiches, and breakfast burritos.
“We’re pleased to offer Beyond Breakfast Sausage, a new and innovative plant-based protein option to our customers to continue Fulfilling Lives as a food and beverage destination for everyone,” said Mike Sherlock, Chief Product Marketing Officer at Wawa. “We know that consumers are looking for more plant-based options and we’re proud to partner with Beyond Meat, a leader in plant-based meat, to offer our customers more choice through the Wawa Your Way initiative.”
As Beyond Meat continues to dominate the plant-based meat sector, Deli Market News will bring you the latest.