Beyond Meat's Quest To Get Its Veggie Burger In The Supermarket's Meat Case

The plant-based meat company wants to change how we think about protein—and that starts with where in the store you find it. But most stores aren't ready to get on board.

With the help of a team of scientists from Stanford University, Caltech, and elsewhere, Beyond Meat spent more than three years developing its Beyond Burger, a veggie burger that aims to closely simulate the feel of eating meat. It hit the aisles at Whole Foods in Boulder, Colorado, last month, making headlines and selling out within a few days.

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