Indulging in American food companies’ favorite pastime of marketing innovations that no one needs but potentially everyone wants, Beyond Meat is launching Beyond Meatballs in grocery stores nationwide this week.
The new product can be put on top of spaghetti, all covered with cheese, and comes pre-spiced with a blend of Italian spices, according to a company statement.
The company’s meatballs have 30% less saturated fat and sodium than real meat and will be available at Whole Foods, Stop & Shop, Sprouts, Harris Teeter, Kroger and Albertsons, and more by early October, according to the statement.
The suggested retail price for these pre-spiced and pre-rolled protein replacement balls of pea protein and other things* is $6.99 for 12 meatballs.
For Beyond Meat, which already has a line of breakfast sausages and pre-made burgers under the “Cookout Classic” brand, the new product is the latest effort to win more of the meat aisle at the 26,000 outlets across the U.S. that stock the company’s products.
“We’re thrilled to introduce Beyond Meatballs as they deliver on consumers’ growing demand for delicious and nutritious plant-based meat options without GMOs or synthetic ingredients,” said Stuart Kronauge, chief marketing officer, Beyond Meat. “We are proud to introduce our newest innovation at retailers nationwide and know our fans will be excited about the great taste and convenience of Beyond Meatballs.”
As part of the marketing campaign, the company is offering free meatballs and spaghetti or a meatball hero at Beyond Meatball pop-up shops in New York and Los Angeles on Wednesday.
Would-be Beyond Meatball eaters will have to reserve their complimentary meal and pick-up time in advance via The Beyond Meatball Shop’s LA and NY pages on Resy, while supplies last.
*An earlier version of this article said that the meatballs would contain soy. They will not.