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The company says their new vegan ‘ground beef ‘enables consumers to enjoy all the benefits and versatility of ground beef while tapping into the human health, environmental, and animal welfare benefits of plant-based foods’.

According to the plant-based meat producer, its new ‘Beyond Beef’ has ‘the juicy taste and texture of ground beef but with 25 percent less saturated fat than beef’.

“We’ve long had our eye on creating a product that enables consumers to enjoy all the benefits and versatility of ground beef while tapping into the human health, environmental, and animal welfare benefits of plant-based foods,” Ethan Brown, Founder and Chief Executive Officer of Beyond Meat, said in a statement.

“As is our commitment, we’ve built this latest addition to our family of plant-based meats while being thoughtful about ingredient choices that support everyday use by the whole family, including strict avoidance of GMOs, soy, or gluten.”

Beyond Meat’s main target market is, in fact, meat eaters as a whopping 93 percent of people who consume beyond burgers are meat eaters.

The founder Ethan Brown revealed during an interview with CNBS Make it that the statistic was founded by company research.

“So they’re buying not only plant-based meat, but they’re buying animal meat and that’s a really important breakthrough for us,” he added.

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