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Beyond Meat continues to grow its stake in the meat alternative industry.

As more companies, including retailers, farms, restaurant chains, and more gradually increase their adoption of alternative meat products, companies like Beyond Meat have been steadily rising in value. This coming weekend, Beyond Meat will be releasing their latest iteration of their well-received Beyond Burgers, now with fewer calories, less fat, and, according to the company, an even closer approximation to the taste of a real beef burger.


With the success of their plant-based burgers, sausage, and ground beef, Beyond Meat has received the capital and ubiquity to begin branching out to other kinds of meat in an effort to grow their stake in the meatless market. Case in point, Beyond Meat has announced that it will be launching a new kind of meat substitute some time this summer: meatless chicken. Chicken is the most popular kind of meat in the United States, outstripping beef and contributing to the recent rise in fast food chicken sandwiches. If Beyond Meat can successfully create a chicken substitute that consumers find palatable, they could stand to make an impressive profit.

This would actually be the third time that Beyond Meat has attempted to market a chicken substitute. The first time was in 2019 with an unsuccessful run of frozen meatless chicken strips, while the second time was a trial run of meatless chicken nuggets at various KFC restaurants. The results of that trial run have not yet been disclosed, nor is it known whether Beyond Meat will continue its partnership with the chain.

Shares in Beyond Meat have risen by about 6% in the year to date. If their new chicken releases in the summer, especially once more people are vaccinated and socializing outside, they may well be primed to become the star of grill season.