Vegan brand Beyond Meat has launched its Beyond Burger in Germany, the first time the vegan burger has been available anywhere in Europe.
The move is in partnership with The PHW Group, a large meat distributor, who will be handling distribution.
“Over many months, we have been working hard to select a strategic partner for our international expansion.
“I am very pleased that with the PHW Group we have found a long-term partner who has extensive expertise in the European market with regard to distribution, logistics, and costumer and consumer engagement,” said Ethan Brown, Chief Executive Officer and Founder of Beyond Meat.
“I am very pleased that we were able to convince Beyond Meat of our capabilities. Not only will we use all our know-how in the logistics and production of convenience and vegan products, but above all our expansive distribution network to boost the launch of Beyond Meat,” says Peter Wesjohann, CEO of the PHW Group.
“We consciously embrace this supposedly unusual partnership because we believe in growth through diversity.
Our job as a food manufacturer is to create as many different offerings for the consumer as possible: for example, we offer the consumer a wide range of protein-rich products, from conventionally produced poultry meat, to private courtyard poultry, to a vegan range.
“Against this backdrop, we also understand our partnership with Beyond Meat.”
Last month a major group of investors warned that if businesses fail to embrace veganism, their sales and profits would suffer. Throughout 2017 and early 2018 we have seen a number of brands and businesses launch or reinforce their vegan options to keep up with a fast-moving market.