Beyond Meat makes another push into restaurants with Pizza Hut pepperoni in the UK

By: Trademagazin editor Date: 2023. 11. 24. 09:51

The topping will be available for a limited time starting in January. The plant-based pioneer has struggled to gain traction with similar partnerships in the U.S.

Beyond Meat and Pizza Hut are introducing items with Beyond Pepperoni in the U.K., the companies said in a statement.

The pepperoni, which will be featured on two pizzas and one melt, will be available in Pizza Hut restaurants across the U.K. starting in January for a limited time while supplies last.

The companies did not discuss whether or not they would consider making it permanent, or expanding the partnership, if it proves successful. An estimated 80% of Gen Z UK consumers say they would like to try a plant-based pepperoni, the companies said.

Europe has been strong recently for plant-based offerings. Retail sales of plant-based foods across the region reached 5.8 billion Euros ($6.4 billion) in 2022, 6% higher than 2021 and 21% higher than 2020, according to data from GFI Europe. Beyond Meat has been one of the biggest beneficiaries.

This is not the first time Pizza Hut has partnered with Beyond Meat. A few years ago, the companies worked together on a limited-time trial of both pepperoni and sausage in the U.S.

The debut comes just a week after an analyst said Beyond Meat is in “survival mode” with a “going concern” risk possible due to deteriorating trends in its business and negative cash flow.

Food Dive