IKEA shoppers can now buy the vegan “bleeding” Beyond Burger at select stores in the Netherlands.
A new “even meatier” version of the plant-based patty is now available to buy from IKEA in Amsterdam and Amersfoort. Customers can purchase the burger in a sandwich with tomato, red onion, lettuce, and fries for €7.90.
According to Bram Meijer, Beyond Meat’s Regional Marketing Director EMEA, the new burger is in line with the brand’s “Eat What You Love” mission. “We are excited to introduce IKEA customers in Amersterdam and Amersfoort to the delicious taste and texture from the new Beyond Burger,” he said in a statement.
“Our goal is to make vegetable proteins more accessible. We are proud that we can achieve this goal in collaboration with IKEA,” he added. He noted that the chain “strives for a more sustainable life.”