Plant-based meat innovator Beyond Meat, Inc., has developed a new version of its flagship Beyond Burger at grocery stores US-wide. Seeking to close the gaps between its plant-based meats and their animal protein equivalents through innovation, the new, “meatier” Beyond Burger features marbling designed to melt and tenderize like traditional ground beef. Made using a blend of pea, mung bean and rice proteins that offer a complete protein source, the blend of proteins reportedly provides a meatier taste and texture that mimics the chew and juiciness of beef.

“The new Beyond Burger is the next step in our journey toward building meat directly from plants that delivers a consumer experience indistinguishable from its animal protein equivalent,” says Ethan Brown, Beyond Meat Founder and CEO.

The Beyond Burger is designed to look, cook and taste like beef, but is made entirely from plants without GMOs, soy or gluten. Last summer, the Beyond Burger rose to be the #1 selling patty (by unit) in the meat case at one of the nation’s largest conventional retailer’s SouthernCalifornia chain for 12 consecutive weeks. 

The new, meatier Beyond Burger will begin shipping this week. A full rollout of the new Beyond Burger in retail may take a few weeks, so fans should look for the red “now even meatier” tab on packaging to know the new Beyond Burger has arrived in stores near them.

based in Los Angeles, California, Beyond Meat was founded in 2009 with a mission of building meat directly from plants to “positively benefit human health, climate change, natural resource conservation and animal welfare.” Spanning frozen and fresh, Beyond Meat’s portfolio of plant-based proteins are sold at more than 35,000 retail and food service outlets worldwide. 

The company is already operating in more than 25 countries, a spokesperson confirms to FoodIngredientsFirst. Investors in Beyond Meat include Tyson Foods, the US’ largest meat processor, actor Leonardo DiCaprio and Microsoft founder Bill Gates.

Last week, Beyond Meat released its first earnings report as a public company. Beyond Meat launched its initial public offering (IPO) of 8,750,000 shares of common stock in early May. The company was looking to raise up to US$183.8 million. Stocks have soared in the weeks since, with shares opening at US$46 apiece after pricing at US$25.