Beyond Meat® Launches Beyond Chicken® Pieces at Kroger Stores Nationwide

Rhea-AI Summary

Beyond Meat (NASDAQ: BYND) has announced the nationwide launch of Beyond Chicken Pieces at over 1,900 Kroger stores across the US. The new product offers 21g of plant protein per serving and is made with heart-healthy avocado oil. Key features include only 0.5g saturated fat, no cholesterol, no GMOs, and no added hormones or antibiotics.

The product has received certifications from notable organizations including the American Heart Association's Heart-Check program, the American Diabetes Association's Better Choices for Life program, and the Clean Label Project. Additionally, Beyond Meat has partnered with the National Basketball Players Association to release a free digital cookbook called "GO BEYOND THE BUZZER," featuring recipes from NBA athletes using Beyond Meat products.

Positive

• National rollout in over 1,900 Kroger stores expands distribution reach
• Product meets stringent criteria of leading health organizations with multiple certifications
• Partnership with NBA players enhances brand visibility and marketing reach
• Responds to consumer demand for unbreaded chicken alternatives

Negative

• None.

Insights

Food Industry Analyst

Beyond Meat's new chicken product secures major distribution with premium positioning and health certifications, though financial impact remains uncertain.

Beyond Meat's launch of Beyond Chicken Pieces at 1,900+ Kroger stores represents a strategic product expansion that directly responds to consumer demand for unbreaded plant-based chicken alternatives. The timing is significant as the company returns to its roots - CEO Ethan Brown noted that Beyond Meat's journey began with a chicken product.

The nutritional profile creates clear differentiation in the marketplace with 21% plant protein per serving, just 0.5% saturated fat, and no cholesterol. These impressive metrics have earned certifications from the American Heart Association, American Diabetes Association, and Clean Label Project - powerful third-party validations that enhance consumer trust and retail positioning.

The formulation with heart-healthy avocado oil suggests Beyond Meat is targeting premium positioning within plant-based alternatives, emphasizing both nutritional benefits and ingredient quality. This aligns with growing consumer preference for recognizable, clean-label ingredients.

The NBA partnership provides built-in marketing muscle through the digital cookbook featuring athletes including Jalen Brunson, Josh Hart, and Kyrie Irving. This collaboration creates authentic content marketing that could drive consumer awareness and recipe experimentation, particularly among protein-focused consumers. Recipe versatility will be crucial for driving repeat purchases beyond initial trial.

This nationwide rollout gives Beyond Meat immediate scale advantages in production, distribution, and marketing efficiencies that are critical for maintaining competitive positioning in the plant-based protein space.

Retail Distribution Expert

Securing 1,900+ Kroger stores gives Beyond Meat immediate nationwide scale for new chicken product, though consumer adoption remains uncertain.

Beyond Meat's nationwide distribution agreement with Kroger represents a significant retail achievement that immediately establishes coast-to-coast presence for Beyond Chicken Pieces. Securing placement in over 1,900 Kroger locations demonstrates the retailer's confidence in both the product and broader category potential.

This distribution footprint provides several strategic advantages. First, the unified national launch allows for coordinated marketing, consistent merchandising, and supply chain efficiencies impossible with regional rollouts. Second, the single-retailer approach simplifies inventory management and promotional timing during the critical launch phase.

The product's multiple health certifications create valuable merchandising opportunities. Meeting criteria for the American Heart Association's Heart-Check program and American Diabetes Association's Better Choices for Life program provides compelling shelf positioning potential in health-focused sections, possibly commanding premium placement within the plant-based protein category.

The NBA player partnership creates natural tie-ins for both digital and in-store marketing. The free cookbook featuring recipes from notable athletes like Cade Cunningham and Kyrie Irving offers ready-made content for retail displays, social media integration, and even potential in-store demonstrations.

Most notably, the press release indicates consumers specifically requested "the return of unbreaded chicken" through social media channels, suggesting potential pent-up demand. This existing consumer interest could translate to stronger initial sales velocity - a crucial metric retailers monitor when evaluating long-term shelf space allocation for new products.

The all-new juicy, tender Beyond Chicken Pieces offer 21g of clean plant protein and are made from simple ingredients and heart-healthy¹ avocado oil

For recipes packed with plant protein and inspired by NBA players’ go-to pre- and post-game meals, download GO BEYOND THE BUZZER, a free digital cookbook featuring dishes made with Beyond Chicken Pieces, Beyond Steak, Beyond Beef and more

EL SEGUNDO, Calif. , May 01, 2025 (GLOBE NEWSWIRE) -- Beyond Meat, Inc. (NASDAQ: BYND), a leader in plant-based meat, today announced the national rollout of Beyond Chicken Pieces at over 1,900 Kroger stores across the US. With fans taking to Beyond Meat’s social media channels to request the return of unbreaded chicken, the all-new Beyond Chicken Pieces offer consumers the delicious and satisfying taste of unbreaded chicken with the added nutritional benefits of plant-based protein.

Delivering on taste, nutrition, convenience and versatility, and made from simple ingredients including avocado oil, which is high in heart-healthy² monounsaturated fats, Beyond Chicken Pieces offer 21g of clean plant protein per serving with only 0.5g saturated fat, no cholesterol, no GMOs, and no added hormones or antibiotics. These impressive nutritionals meet the stringent criteria of leading health organizations, including the American Heart Association’s Heart-Check program and the Better Choices for Life program of the American Diabetes Association. Beyond Chicken Pieces are also certified by the Clean Label Project, which recognizes products that meet rigorous standards for safety and transparency.

"The Beyond Meat journey began with a game-changing plant-based chicken product, and today—after several years of research to raise the bar on taste, clean ingredients, and nutrition—I am thrilled to re-introduce this platform as Beyond Chicken Pieces. Beyond Chicken Pieces reflect our commitment to ingredient integrity and outsized nutritional benefits, boasting 21g of plant protein together with heart-healthy³ avocado oil. We hope you will join us in enjoying this truly delicious and versatile product made from simple and clean ingredients," said Ethan Brown, Founder & CEO of Beyond Meat.

To highlight how versatile and impactful plant-based eating can be, Beyond Meat partnered with the National Basketball Players Association on a first-of-its-kind digital cookbook, GO BEYOND THE BUZZER. The exclusive recipe collection features dishes inspired by NBA athletes, including favorites from Jalen Brunson, Josh Hart, Cade Cunningham and Kyrie Irving. For recipes like Jarred Vanderbilt’s Beyond Chicken Fajita Bowl featuring Beyond Chicken Pieces as well as dishes including Beyond Steak, Beyond Beef and more, visit www.BeyondMeat.com/go-beyond-the-buzzer to download the cookbook for free.

For more recipes, more information or to find the store nearest you, visit www.BeyondMeat.com.

About Beyond Meat
Beyond Meat, Inc. (NASDAQ: BYND) is a leading plant-based meat company offering a portfolio of revolutionary plant-based meats made from simple ingredients without GMOs, no added hormones or antibiotics, and 0mg of cholesterol per serving. Founded in 2009, Beyond Meat products are designed to have the same taste and texture as animal-based meat while being better for people and the planet. Beyond Meat’s brand promise, Eat What You Love^®, represents a strong belief that there is a better way to feed our future and that the positive choices we all make, no matter how small, can have a great impact on our personal health and the health of our planet. By shifting from animal-based meat to plant-based protein, we can positively impact four growing global issues: human health, climate change, constraints on natural resources and animal welfare. Visit www.BeyondMeat.com and follow @BeyondMeat on Facebook, Instagram, Threads and LinkedIn.

Beyond Meat Forward Looking Statements
Certain statements in this release constitute “forward-looking statements.” These statements are based on management’s current opinions, expectations, beliefs, plans, objectives, assumptions or projections regarding future events or future results. These forward-looking statements are only predictions, not historical fact, and involve certain risks and uncertainties, as well as assumptions. Actual results, levels of activity, performance, achievements and events could differ materially from those stated, anticipated or implied by such forward-looking statements. While Beyond Meat believes that its assumptions are reasonable, it is very difficult to predict the impact of known factors, and, of course, it is impossible to anticipate all factors that could affect actual results. There are many risks and uncertainties that could cause actual results to differ materially from forward-looking statements made herein including, most prominently, the risks discussed under the heading “Risk Factors” in Beyond Meat's Annual Report on Form 10-K for the year ended December 31, 2024 filed with the U.S. Securities and Exchange Commission (“SEC”) on March 5, 2025, as well as other factors described from time to time in Beyond Meat’s filings with the SEC. Such forward-looking statements are made only as of the date of this release. Beyond Meat undertakes no obligation to publicly update or revise any forward-looking statement because of new information, future events or otherwise, except as otherwise required by law. If Beyond Meat does update one or more forward-looking statements, no inference should be made that Beyond Meat will make additional updates with respect to those or other forward-looking statements.

Media Contact
Shira Zackai
shira.zackai@beyondmeat.com

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¹ Diets low in saturated fat and cholesterol, and as low as possible in trans fat, may reduce the risk of heart disease.
² Diets low in saturated fat and cholesterol, and as low as possible in trans fat, may reduce the risk of heart disease.
³ Diets low in saturated fat and cholesterol, and as low as possible in trans fat, may reduce the risk of heart disease.

Photos accompanying this announcement are available at https://www.globenewswire.com/NewsRoom/AttachmentNg/4dfb3056-f725-42d9-9f22-d8dcdb4be29d

https://www.globenewswire.com/NewsRoom/AttachmentNg/97a88931-92c2-4116-a7a1-170825afcca1

FAQ

What are the key nutritional benefits of Beyond Meat's new Beyond Chicken Pieces?

Beyond Chicken Pieces contain 21g of plant protein per serving, 0.5g saturated fat, no cholesterol, no GMOs, and no added hormones or antibiotics. They are made with heart-healthy avocado oil.

Where can I buy BYND's Beyond Chicken Pieces?

Beyond Chicken Pieces are available at over 1,900 Kroger stores nationwide in the United States.

What certifications has Beyond Meat's new chicken product received?

The product has received certifications from the American Heart Association's Heart-Check program, the American Diabetes Association's Better Choices for Life program, and the Clean Label Project.

Which NBA players are featured in Beyond Meat's new cookbook?

The GO BEYOND THE BUZZER cookbook features recipes from NBA players including Jalen Brunson, Josh Hart, Cade Cunningham, Kyrie Irving, and Jarred Vanderbilt.