Speaking to FoodNavigator-USA at the 2015 Natural Products Expo West show in Anaheim, CA, VP marketing Bob Connolly said the Beast – which has "more protein and iron than beef, and more omega-3s than salmon" - would completely redefine how people see veggie burgers, although he’s not a fan of the 'veggie' moniker.
Indeed, Beyond Meat doesn’t much care for the term ‘meat alternatives’ either, as it implies compromise: “We like to call ourselves plant protein, not a meat substitute or alternative, and we deserve just as much space as animal protein. It will take time but that’s our mission.”
We aim to be the future of protein…
The soy-free and gluten-free Beast Burger – which is made from non-GMO pea protein isolate, flaxseed oil, chia (short-chain omega-3s), DHA algal oil (long-chain omega-3s), beet juice, moringa, sea buckthorn, mesquite, bottlebrush herb and fulvic acid – is just a “great burger” he said.
“Our Beast Burger is not a beef burger and it’s not a veggie burger, it’s protein and performance in a bun. So you’ve got protein, iron, omegas, antioxidants, calcium, potassium, vitamin B6 and B12, all in one patty.
“Feedback for the Beast so far has been amazing, we had a lot of fully eaten burgers at the show [where chefs were serving it up in a bun with Beyond Meat's chicken strips - minus our feathered friends - and ketchup]. What we’re seeing at retail is amazing, we’re seeing velocity twice that of our other items.”
Ultimately, he said: “We aim to be the future of protein… What we’re trying to do at the show is show that plant-based protein can be delicious. We’re able to take the animal out of the process altogether and make a delicious burger, chicken strips, beef crumble, something that gives Mom a solution for dinner every night of the week.”
Click HERE to read our recent interview with Beyond Meat CEO Ethan Brown.