One of the names tied closest to the plant protein-based meat substitute sector has enlisted an unnamed Quebec operation to make its beef-similar patties for the Canadian retail market.

Los Angeles-based Beyond Meat on Wednesday launched the “latest iteration” of its flagship Beyond Burger, billed as “produced locally at a co-manufacturing facility in Canada” and available now through major grocery retailers across the country.

Beyond Meat didn’t say in Wednesday’s release who its co-packer is or where in Quebec it operates, but said “producing the Beyond Burger locally in Canada enables Beyond Meat to better serve the Canadian market, while reducing the company’s environmental footprint.”

Per patty, the latest Beyond Burger offers 20 grams of protein from plant-based ingredients such as peas, mung beans and rice, with marbling made from cocoa butter to melt and tenderize like beef, the company said.

Beyond Meat didn’t say Wednesday exactly how the new product differs from what it has sold until now at Canadian retail, but said it “represents Beyond Meat’s commitment to creating plant-based protein that is indistinguishable (in terms of taste, texture, colour and cooking experience) from its animal protein equivalent.”

Beyond Meat early this year announced it had locked in a multi-year pea protein supply deal with French processing firm Roquette, which itself is expanding its space in the Canadian pea market with a plant under construction at Portage la Prairie, Man.

Beyond Meat’s Beyond Burger has been in the Canadian retail market since June last year, followed by Beyond Beef and, more recently, Beyond Sausage.

The company has also brought its products to the Canadian fast food market, through chains including A+W, McDonald’s, Tim Hortons and Subway.

Tim Hortons last year dialed back its Beyond Meat use to the Ontario and B.C. markets. McDonald’s ran a 12-week test of a “P.L.T.” Beyond Burger in southwestern Ontario earlier this year, but hasn’t yet said if it will take that sandwich into other markets, either within Canada or anywhere else.

Beyond Meat didn’t say Wednesday whether its Quebec partner will supply faux-meat for the company’s Canadian restaurant or foodservice customers, or strictly for retail. A message to company representatives Wednesday wasn’t immediately returned. — Glacier FarmMedia Network