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Beyond Burger coming to Kroger-owned stores

The vegetable-based Beyond Burger – made by Beyond Meat – is expanding into 600 Kroger-owned stores later this week. It’s marketed as the “world’s first plant-based burger” sold in meat sections of grocery stores because it “looks, cooks, and satisfies so much like beef.” The makers claim the vegan burger tastes like beef. It’s made of mostly pea protein, yeast extract and coconut oil and gets its reddish color from beet juice.

According to Business Insider, Beyond Burger costs almost twice as much as regular ground beef per ounce. Investors include Bill Gates and the Humane Society of the United States (HSUS).

Beyond Meat says the product is currently sold in more than 13-hundred stores, including most Whole Foods stores.