Beyond Meat announced today via social media that they’re beginning to sell their Beyond Beef product in select Whole Foods.

In posts on Instagram and Twitter, the El Segundo, Calif.-based company wrote that the Whole Foods Market on Pearl Street in Boulder, CO “will be the first grocery store to offer #BeyondBeef.” According to the post, the Pearl Street Whole Foods was also the first grocery store to put the Beyond Burger in its meat section three years ago.

Beyond first released news about the Beyond Beef product in March. The ground beef-like product will be made of the same mixture of pea, rice, and mung bean proteins as the Beyond Burgers, but will have a more neutral flavor profile and also better binding properties (so it can form meatballs, dumplings, etc). Beyond Beef will have 25 percent less saturated fat than traditional beef and no cholesterol.

The social posts don’t release any pricing data. Beyond teased that a nationwide expansion is coming, though the company has yet to give a timeline.

Lately, Beyond Meat is on fire. The El Segundo, Calif.-based company went public in May, after which their IPO popped 400 percent in its first month. Last week it released its first-quarter earnings report, in which Beyond predicted that it would have a net revenue of over $210 million by the end of 2019.

But competition is a-coming. Beyond’s plant-based meat competitor Impossible Foods is also planning to head into retail by the end of this year. However, Impossible has been struggling with supply issues lately, so we’ll have to wait and see if they can stick to their timeline.

Regardless of when Impossible gets there, Beyond is certainly facing more plant-based competition in the grocery aisle. By diversifying into more versatile products, like Beyond Beef, they’re better positioned to attract more customers and better build brand recognition in the (fake) meat aisle.

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