Beyond Meat Launches Beyond Chicken Pieces at 1,900 Kroger Stores Nationwide

Beyond Meat has launched its Beyond Chicken Pieces, an unbreaded plant-based chicken alternative, in over 1,900 Kroger stores across the United States in response to strong consumer demand. The new product is made with simple ingredients and avocado oil, providing 21 grams of plant-based protein per serving and is certified by the American Heart Association for its health benefits, including low saturated fat and no cholesterol. Beyond Meat is pairing this launch with a marketing campaign, featuring a digital cookbook in partnership with the National Basketball Players Association, which showcases recipes using the new product. Kroger's rollout of Beyond Meat products aligns with the supermarket chain's strategy to meet the rising demand for plant-based alternatives and may bolster customer loyalty and revenue. The move comes as Beyond Meat seeks to regain market footing amid sector-wide sales declines, executive turnover, and investor skepticism. Despite these challenges, the company continues to innovate and expand its product offerings to attract both plant-based and flexitarian consumers.