What is Beyond Burger and why is it in Singapore?

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Beyond Burger's Debut in Singapore and Its Characteristics

Beyond Burger, a plant-based patty designed to replicate the taste, cooking experience, and texture of real meat, has made its debut in Southeast Asia. Its introduction to Singapore occurred on Thursday, August 16th, initially at a food truck situated outside the Grand Hyatt Singapore hotel, with the burgers selling for S$10 each and achieving sales of 500 units on the first day. The product is the creation of Beyond Meat, a United States-based food technology firm that leverages plant-based proteins, which are known to have a smaller carbon footprint compared to traditional animal agriculture.
Product Attributes and Initial Reception

The Beyond Burger patty, weighing 113g, offers 20g of protein, a quantity comparable to that found in beef. This nutritional profile, combined with its meat-like qualities, has led to consumer interest, with some patrons expressing surprise upon learning that the burgers were entirely meat-free. Following the initial food truck operation, which concluded on August 17th, the Beyond Burger became available at the Grand Hyatt Singapore's mezza9 restaurant starting from August 20th.
Motivations for Introducing Plant-Based Alternatives

The presence of Beyond Burger in Singapore is partly driven by a desire to offer plant-based alternatives. Jerome Pagnier, the Grand Hyatt Singapore's food and beverage director, became a vegan after viewing the documentary "Cowspiracy," which details the environmental impact of animal farming. This personal conviction motivated him to seek out and provide plant-based options to hotel guests. The hotel is sourcing these products through Green Monday, a Hong Kong social enterprise group founded by Mr David Yeung, which serves as a distributor for Beyond Meat's products in the region.
Pricing and Availability Compared to Meat Options

At the Grand Hyatt Singapore's mezza9 restaurant, a lunch or dinner set featuring the Beyond Burger is priced at S$25++, a figure lower than the S$32++ charged for a beef burger set. This competitive pricing strategy aims to make plant-based options more accessible. Beyond Meat's product development has attracted significant investment, with notable figures such as Bill Gates and Leonardo DiCaprio among its backers, highlighting the growing interest in alternative protein sources within the food industry.

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What is Beyond Burger and why is it in Singapore?

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