Beyond Meat tempts nonvegans with juicy ground beef without the meat

Hugely popular meat alternative brand Beyond Meat has announced the launch of a ground beef substitute, dubbed Beyond Beef.

The product is described on the brand’s website as a plant-based meat with “the meaty taste, juicy texture and versatility consumers expect with ground beef”. It says also that Beyond Beef is “complete source of protein” that’s gluten-free, soy-free and non-GMO.

Like Beyond Meat’s other products, the newest release will be sold in the meat section in a move intended to target flexitarians and other non-vegan consumers.

The product can be used in any recipe that would normally call for ground beef, from tacos to to your Grandma’s pasta sauce — just maybe don’t tell her. You know how she gets when people mess with her recipe. She probably won’t know the difference anyway.

The new product will hit shelves this year. Those who’d like to stay up to date can sign up for Beyond Meat’s newsletter here.

Header image source: Beyond Meat

Body image source: Instagram