Following a €œremarkable€ reception, Beyond Meats Beyond Burger is readying for a nationwide expansion.

Food Navigator recently spoke to Beyond Meat€”makers of the new, much buzzed-about Beyond Burger€”and shared that thanks to a €œremarkable€ reception, the plant-based burger is preparing for an expansion to Whole Foods Market by fall, and nationwide by the years end. The pea protein-based burger made headlines last month when it debuted at a Colorado Whole Foods location and sold out in an hour. Beyond Burger is the first vegan burger to €œbleed€ (using a mix of coconut oil and beet juice) and to be sold refrigerated alongside animal-based meat instead of frozen with veggie burgers€”a deliberate tactic used to lure veg-curious meat eaters. €œIm not telling people not to eat meat,€ CEO Ethan Brown said. €œTelling consumers not to eat things they love, thats a lousy way to run a business. Im allowing them to continue eating what they love, which is meat, but have it to be meat from plants.€ The company reportedly underestimated volumes €œby a factor of 20,€ prompting it to look into significantly scale production and expand the rollout of the burger. The news follows reports of Silicon Valley startup Impossible Foods own rollout of its much-anticipated Impossible Burger, set to make its debut at a high-end San Francisco restaurant this summer.