--- title: Beyond Meat Beyond Burger launch 2016: how the plant burger first appeared in grocery meat case | RGM® url: https://realgrowthmatters.com/learn/case-studies/beyond-meat-product-launch-campaign/ updated: 2026-06-10 source_html: https://realgrowthmatters.com/learn/case-studies/beyond-meat-product-launch-campaign/ --- - **Story:** Beyond Meat launched Beyond Burger May 2016 at Whole Foods - first plant-based burger in grocery meat case rather than frozen/vegetarian section. Product mimicked beef burger appearance and cooking experience. Distribution expanded to Kroger, Safeway, others. 2019 IPO followed mixed subsequent trajectory. - **Why it matters:** Beyond Burger 2016 launch is canonical plant protein launch case — demonstrating meat-case positioning plus meat-mimicking product expanded addressable market. - **Takeaway:** Meat-case positioning expanded addressable market beyond vegetarian customers. - **Takeaway:** Meat-mimicking product experience supported trial. - **Takeaway:** Distribution channel strategy mattered as much as product. ## Beyond Burger 2016 launch — the four-step story S Situation Situation Plant-based protein in 2016 was sold primarily in frozen/vegetarian grocery sections limiting addressable market to existing vegetarian shoppers. Beyond Meat had developed meat-mimicking product. T Task Task Launch Beyond Burger in grocery meat case to reach mainstream consumers shopping for beef. A Action Action May 2016 launched at Whole Foods in meat case. Product mimicked beef burger (red color, browning). Distribution expanded to Kroger, Safeway, Albertsons 2017-2019. R Result Result Expanded plant protein addressable market significantly. 2019 IPO followed. Mixed subsequent trajectory but category-defining launch. ## Beyond Burger by the numbers 0 Beyond Burger launched First grocery meat case plant burger Source: Beyond Meat history 0 Initial retailer Premium grocery launch Source: Distribution channel 0 Strategic positioning Versus frozen/vegetarian Source: Channel strategy 0 Product experience Beef burger appearance/cooking Source: Product design 0-19 Distribution expansion Kroger, Safeway, Albertsons Source: Distribution rollout 0 IPO Mixed subsequent trajectory Source: Parent case #### Quick facts CompanyBeyond Meat (NASDAQ: BYND) Beyond Burger launchedMay 2016 at Whole Foods DistributionGrocery meat case (rather than frozen/vegetarian) Initial launch retailerWhole Foods Strategic differentiationMeat-case positioning + meat-mimicking experience SubsequentIPO 2019; mixed trajectory through 2024 **Honest note** Beyond Meat Beyond Burger launch is well-documented. Included as canonical plant protein launch reference. ## The 2016 grocery meat case launch Beyond Meat launched Beyond Burger May 2016 at Whole Foods. Strategic positioning was unusual: grocery meat case placement rather than frozen vegetarian section. Product mimicked appearance and cooking experience of beef burger (red color bleeds when cut, browns when cooked). Whole Foods launch expanded to Kroger, Safeway, Albertsons, and others through 2017-2019. Distribution expansion enabled plant burger trial by mainstream consumers shopping for beef burgers. Through 2019-2024 Beyond Meat trajectory mixed (IPO 2019, peak market cap $14B+ then decline). ## How RGM thinks about plant protein launches When clients ask about plant protein launches, Beyond Burger is canonical reference. Meat-case positioning expanded addressable market beyond vegetarian customers. Meat-mimicking product experience supported trial. Distribution channel strategy mattered as much as product. ## Frequently asked questions Why grocery meat case versus frozen? Strategic positioning - meat case reached mainstream consumers shopping for beef. Frozen vegetarian section limited to existing vegetarian shoppers. Meat-case launched expanded addressable market significantly. How did Beyond Burger evolve? Through 2016-2019 expanded distribution to Kroger, Safeway, Albertsons, others. 2019 IPO at peak enthusiasm. Subsequent trajectory mixed - covered in separate Beyond Meat IPO case. ### Sources & references - [Beyond Meat](https://www.beyondmeat.com/) — Beyond Meat official. ## Related [#### All case studies Full library.](/learn/case-studies/)[#### Beyond Meat IPO Parent Beyond Meat case.](/learn/case-studies/beyond-meat-2019-ipo-trajectory/)