Beyond Meat, the makers of plant-based protein foods that take the animal out of meat, is rolling out Chicken-Free Strips—offering consumers a plant protein that the company says is being touted as the most realistic chicken substitute to hit the market.
Beyond Meat provides consumers with clean, plant-based proteins that replicate the taste, texture and nutritional benefits of meat. Backed by Twitter co-founders Biz Stone and Evan Williams’ Obvious Corp. investment firm and San Francisco-based Kleiner Perkins Caulfield & Byers, Beyond Meat’s first introduction—Chicken-Free Strips—has been in the works for a decade.
Passionate about improving health, reducing ecological footprint and improving animal welfare, Beyond Meat founder and CEO Ethan Brown believes Americans are ready for more choices when it comes to protein—specifically clean, plant-based proteins. By launching a chicken substitute that doesn’t sacrifice on taste, chew or satisfaction, he believes anyone looking to reduce meat consumption will be able to do so easily.
“We believe the future of protein is animal-free. We want Beyond Meat to be sold as a meat alternative in places where you would ordinarily find meat. Whether that is in the meat case at your local grocery store or at your local fast food restaurant chain,” Brown said. “This is very different from how meat alternatives are positioned today where you have to hunt them down in a separate refrigerated section far from areas where you would find meat.”
Beyond Meat launched its Chicken-Free Strips nationally in Whole Foods Market in April. Tropical Smoothie will be the first national restaurant chain to offer Beyond Meat as a substitute for chicken in salads and sandwiches in 338 locations across 36 states beginning Tuesday.
Beyond Meat Chicken-Free Strips are made with a blend of pea and soy protein offering consumers 20g of protein per 3-oz. serving and 120 calories. The strips have no saturated or trans fat and are cholesterol free, gluten free, dairy free, meat free, egg free, GMO free, hormone free and antibiotic free. They are available in three flavors: Southwest, Lightly Seasoned and Grilled.