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Diving overview:
- Beyond Meat has unveiled its latest product in its 4th generation formulation. June 20 Beyond Sausages.
- The new products, which include Brat Original and Spicy Italian products, are available at grocery stores nationwide, including all Whole Foods and Kroger stores. A mild Italian variant will be available later this summer.
- Beyond has been rolling out “improved products” as part of its mission to meet consumer demand for products with cleaner labels. The new iteration of the sausage includes ingredients like avocado oil and has “enhanced flavor and a more meaty texture,” the company said.
Dive Insights:
The California plant-based pioneer kicked off 2024 with the launch of a new formulation, Beyond IV, which it said will offer products with cleaner labels and healthier ingredients.
The company removed canola and coconut oil and replaced them with avocado, and increased protein while reducing saturated fat.
Despite these changes, Beyond Sales decreased for 8 consecutive quarters in the first quarter.
Beyond executives are confident that the company's strategy of prioritizing health in new products will drive sales. “We believe that 2024 is a pivotal year of change and development,” CEO Ethan Brown said in a May earnings call.
Beyond says the new product will be released just in time for grilling season, and like its other reformulated products, key changes include 66% less saturated fat than the previous version, 17 grams of protein per link, a simplified ingredient list, no coconut, contains canola oil, and is available in the U.S. Certified in Better Choices for Life by the American Diabetes Association.
Along with the product launch, Beyond Meat created Serve Love, its first cookbook featuring “a collection of heart-healthy Beyond Meat recipes certified by the American Heart Association's Heart-Check program.”
“We know that food is an act of love, and bringing Beyond Meat to families is a radical act of love. Our serve love The cookbook celebrates this love and makes it easier than ever for consumers to prepare delicious, heart-healthy plant-based recipes,” said Akerho “AK” Oghoghomeh, Chief Marketing Officer of Beyond Meat.
