Super Market Perimeter magazine says Before the Butcher will launch a line of plant-based burgers that can compete with beef on both taste and price.
It is due out in stores in the United States before the end of the year priced at $1.40 per burger, which works out to $5.50 US per pound. It will come in packages of eight for $10.99 US.
“More consumers clearly are interested in meat alternatives, but until now plant-based meats have had a price tag that doesn’t fit many family budgets,” said Danny O’Malley, founder and president of Before the Butcher and a former employee of Beyond Meat.
“The new Mainstream line provides an affordable option for people who aren’t able to pay nearly $3 apiece for a meatless burger,” he said, adding “we are opening the category to a large new universe of purchasers that we expect to drive substantial new growth for alt-meat products.”
The patties are 100 per cent plant-based, provide 18 grams of protein and contain soy flour, isolated soy protein, and both beet juice and beet juice powder, plus other ingredients.
