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BEYOND THE STORE: Beyond Meat launches website to sell plant-based meat directly to people online

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The Beyond Meat site will have some online-only items for sale and will serve as a test kitchen of sorts for future products, all shipped in recyclable insulating boxes via UPS.

KIM LYONS: With consumers eating more meals at home and relying on grocery delivery services during the coronavirus pandemic, Beyond Meat is launching an e-commerce site today to sell its plant-based meat products directly to customers. The site will have some online-only items for sale and will serve as a test kitchen of sorts for future products… Products ordered from the Beyond site will be packaged in recyclable insulating shipping boxes, via UPS carbon neutral shipping, the company says…

According to chief growth officer Charles Muth… “It will allow us to have direct conversations with our consumers and will be convenient for consumers who don’t live near a supermarket,” Muth said in an interview with The Verge… Muth said Beyond has focused its efforts not just on reaching vegetarian and vegan customers, but toward the “flexitarian” who wants to eat less meat, whether for health or environmental reasons… Beyond Meat’s new site also will allow the company to get better insights from customers, Muth said. “Long term, we’ll use the site to introduce new products,” he said, giving its most dedicated customers a place to try new burgers, sausages, and other faux-meat items and give feedback.

Faux meat products were a hot seller at the beginning of the coronavirus pandemic, with sales of products like Tofurky and Beyond Meat increasing 264 percent. Sales of fresh meat alternatives rose 206 percent the first week of March and were up 279 percent the week ending March 14th, according to Nielsen… The Good Food Institute, a nonprofit marketing organization, says between 2017 and 2019, sales of plant-based meat grew 38 percent, with the category worth about $939 million. SOURCE…

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