Today marks the much-anticipated entry of Beyond Meat in mainland China.The plant-based protein pioneer teamed withStarbucks for itsnew “Good Good” plant-based menu that was created to accommodate the growing demand by Chinese consumers for healthier food and drink options.
The launch at more than 3,300 Starbucks locations across China advances Beyond Meat’s goal of increasing accessibility to plant-based meat globally and is the next chapter in Beyond Meat’s growing relationship with Starbucks.
“Today, we mark an important milestone as Beyond Meat launches in China, advancing our goal of increasing accessibility to plant-based protein globally. Starbucks is a trusted brand with a strong market presence and deep understanding of customers in China, and we are pleased to partner with them on our market entry,” Ethan Brown, Beyond Meat’s Founder and Chief Executive said in a statement sent to WAN.
“We believe the new Beyond Beef menu items deliver on our promise of enabling consumers to Eat What You Lovewhile also enjoying the nutritional and environmental benefits of plant-based protein. We are proud to support Starbucks in furthering their efforts around health and sustainability while offering Chinese consumers more diverse protein options,” continued Brown.
The first Beyond Meat product to land in China is Beyond Beef: the company’s plant-based ground beef is designed to deliver the meaty taste, juicy texture, and culinary versatility of ground beef but with more protein, less saturated fat, and no cholesterol.
Among the delicious new offerings on Starbucks China’s new menu are: Beyond Beef Spicy and Sour Wrap, Beyond Beef Classic Lasagna, and Beyond Beef Pesto Pasta.
To further connect with the Chinese consumer, Beyond Meat created a Chinese-language website,as well as an account on Weibo, one of the largest social media platforms in China.
Starbucks China’s plant-based menu also includes Asian noodle salads made with Omnipork, as well as non-dairy beverages such as oat milk matcha lattes from Oatly.