The plant-based food wars are heating up this summer. And Beyond Meat (BYND) looks poised to end July firing the last shot, for now.
Beyond Meat disclosed Friday that a new plant-based sandwich dubbed the Sizzli has gone live in 650 Wawa stores. The locations span Wawa’s dominant states of Pennsylvania, New Jersey, Delaware, Maryland, Virginia, and Washington, D.C. Another 220 Wawa stores in Florida will get the sandwich on August 10.
“Wawa is a cult favorite brand and we’re excited to partner with them to introduce several new breakfast options made with Beyond Breakfast Sausage. These new on-the-go options not only taste great, but will make plant-based meat more accessible to more consumers,” said Chuck Muth, chief growth officer at Beyond Meat.
Beyond Meat has focused extensively on making its brand more accessible to consumers this summer. Besides the Wawa deal, the company launched value packs at retailers such as Target earlier this summer. The company also inked a partnership with Alibaba to bring plant-based burgers to the e-commerce giant’s supermarket concept.
That said, Beyond Meat hasn’t been alone in making plant-based waves in recent months.
Beyond rival Impossible Foods said Thursday it will debut in 2,000 Walmart stores spanning 50 states. The company has also expanded its burgers to 500 Trader Joe’s stores from 150 previously.
Kellogg is about to get into the mix as well, CEO Steve Cahillane told Yahoo Finance in an interview this week. Cahillane says its new Incogmeato plant-based burgers will debut later this summer.
“We are starting distribution right now in a more kind of slow rollout way. And we'll have a bigger bang later in the summer, when we have more production capacity coming online,” Cahillane says. “So it'll be toward the end of the grilling season for us but you know, it'll be a big fourth quarter investment.”