Beyond Meat3 has joined the direct-to-consumer goldrush with the launch of an e-commerce website for US-based customers. The brand, which currently sells plant-based meat products in 26,000 retail outlets across the US4, sees e-commerce as the natural next step following increased sales during the pandemic.
The site will have some online-only products for sale, and also act as a ‘test kitchen’ for new product recipes and ideas. Chief Growth Officer Charles Muth said the brand is focusing on reaching not just vegetarian and vegan customers, but also those who want to eat less meat for health or environmental reasons. Reaching these customers is especially important as the market becomes more saturated; “there’s so much more competition than there was just a few years ago,” says Muth.5
In fact, according to The Good Food Institute6, sales of plant-based meat grew 38% between 2017 and 2019, with the category now worth about USD$939 million7.
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