IRVINE, CALIF. - Before the Butcher is expanding its lineup of plant-based burgers to appeal to budget-minded shoppers with a new meat-free protein option that the company says costs half the price of competitive products.
The new Mainstream Plant-Based Patties will join the company’s premium UNCUT brand in resealable 8-packs of quarter-pound patties with an MSRP of $10.99.
“More consumers clearly are interested in meat alternatives, but until now plant-based meats have had a price tag that doesn’t fit many family budgets,” said Danny O’Malley, founder and president of Before the Butcher. “The new Mainstream line provides an affordable option for people who aren’t able to pay nearly $3 apiece for a meatless burger. At just under $1.40 per patty, we are opening the category to a large new universe of purchasers that we expect to drive substantial new growth for alt-meat products.”
Like Before the Butcher’s UNCUT line, the Mainstream patties are 100% plant-based, vegan, gluten-free, and made from a combination of soy, coconut and canola oils and natural seasonings. Each Mainstream patty provides 18 grams of plant-based protein.