Beyond Meat Rolls Out Beyond Chicken Pieces at Kroger, Fuelled by Strong Consumer Interest

Beyond Meat has launched its Beyond Chicken Pieces at Kroger stores across the United States in response to consumer demand for a healthier alternative to traditional chicken. The product offers 21 grams of plant-based protein per serving, contains heart-healthy avocado oil, and has no saturated fat, cholesterol, GMOs, hormones, or antibiotics. It has also received certifications from organizations like the American Heart Association and the Clean Label Project, aligning with various nutritional programs.

Beyond Meat has expanded its marketing efforts with collaborations like a digital plant-based cookbook with the National Basketball Players Association, a campaign with La Vie in the UK, and the release of its documentary, Planting Change. The cookbook, titled “Go Beyond the Buzzer,” features recipes inspired by NBA athletes and includes Beyond Chicken Pieces as well as other plant-based products. This marketing push aims to promote the versatility and convenience of plant-based eating, highlighting the nutritional benefits of Beyond Meat products.