US plant-based meat brand Beyond Meat has launched its new Beyond Beef mince products in select Coles stores around the country, offering consumers an alternative protein choice in their weekly shop. 

The 100 per cent plant-based mince is made from pea protein and has no cholesterol, GMOs, soy or gluten, and claims to have less saturated and total fat than beef.

Plant-based food distributor Future Farm Co first introduced Beyond Meat to the Australian and New Zealand market and anticipates “a positive response to the launch of Beyond Beef thanks to the already huge fanbase that exists” in the region.

The addition of Beyond Beef is set to encourage “healthier and more sustainable alternatives” as more Australians look for more vegetable substitutions throughout the week, according to Future Farm Co.

Beyond Beef is available exclusively at selected Coles supermarkets for RRP $18.00 per 500g pack.

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