Beyond Meat Beyond Burger launch 2016: how the plant burger first appeared in grocery meat case
Beyond Meat launched Beyond Burger in May 2016 - first plant-based burger sold in grocery store meat case (rather than frozen/vegetarian section). Product mimicked appearance and cooking experience of beef burger. Initial Whole Foods launch expanded to Kroger, Safeway, others. Through 2016-2024 Beyond Meat trajectory has been mixed (covered separately). The case is studied as canonical plant protein category launch.
- 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
Beyond Burger by the numbers
Quick facts
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 — Beyond Meat official.