Beyond Meat, Incogmeato, Impossible Foods up ante in plant-based meat market

Consumers hungry for more plant-based meat options will get enough Thursday.

Beyond Meat Inc. BYND,
+ 5.28%
launched an e-commerce site,, which offers its products directly to consumers, while Incogmeato of MorningStar Farms offers the largest new product line launch in the market’s 40-year history.

The Consumer Direct site is the digital equivalent of Beyond’s presence in more than 26,000 outlets nationwide, including Target Corp. TGT,
and AMZN from Inc.,
Whole Foods Market Inc., as well as club stores such as Costco Wholesale Corp. COST,
+ 0.60%
and BJ’s Wholesale Club Holdings Inc. BJ,

Meanwhile, MorningStar Farms, a division of Kellogg Co. KELL,
+ 1.84%
, rolls an Iine from meatless hamburger patties, bratwurst, Italian sausage and Chik’n nuggets as part of a nationwide marketing campaign, according to Sara Young, general manager of vegetable protein at Incogmeato, told MarketWatch in a phone interview,

Young said 60% of Americans want to try plant-based egg whites, based on a Cambridge Group study.

The movements come amid a major rise in the distribution of meatless products to consumers. Since March, Impossible Foods Inc. has its presence at retailers increased 60 times to 9,000 stores including Kroger Co. KR,
and Walmart Inc. WMT,
+ 4.53%
. In addition, Impossible products are sold through Starbucks Corp.’s SBUX,
+ 1.21%
15,000 stores. In June, Impossible launched a direct-to-consumer e-commerce site with free shipping on orders over $ 75 in the continental United States.

This week, Impossible said its flagship product is now available in packages of two preformed, 4-oz.) Burger patties at nearly 2,000 grocery stores nationwide owned by Kroger.

Read more: Impossible food gets $ 200 million in funding