Beyond Meat Doubles Down on China with JD.com and Vegan Pork Launch
By Sally Ho, Green Queen (Hong Kong)
Jul 20, 2021
Beyond Meat is doubling down on the Chinese market, launching on e-commerce giant JD.com to mark its first foray into the country’s enormous online retail space. Keen to attract local appetites, the food tech is selling its Beyond Pork products through the platform, in addition to its iconic plant-based beef offerings.
Beyond Meat has made its first e-commerce entry in the Chinese market, launching on JD.com, one of China’s two biggest online retailers and arch-rival of Alibaba’s Tmall. From Thursday (July 15), Beyond will begin selling its vegan meat to consumers in select cities, among them Shanghai, Beijing, Guangzhou, and Shenzhen.
Beyond Pork DTC launch
On the platform, the food tech is selling Beyond Pork, it’s “savory and sumptuous product that was created exclusively for the Chinese market”. The plant-based pork alternative is made with soy and rice and contains over 18 grams of protein per 100-gram serving.
With health being the top-of-mind concern for Chinese consumers, Beyond is marketing its pork analogue as a more nutritious and clean label product. According to the brand, Beyond Pork contains 50% less saturated and total fat compared to conventional 70/30 ground pork.
JD.com will initially deliver to select major Chinese cities, before a wider roll-out in the coming months. Beyond says that over 300 cities are planned as part of its expansion.
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