The retail rollout of Beyond Meat’s mycelium steak filet continues with a launch at Erewhon stores in Los Angeles, marking the plant protein giant’s second listing at the upscale grocer.
In a sign that Beyond Meat isn’t abandoning its core meat portfolio, the firm has notched a flashy listing for its flashy mycelium steak.
Now also called Beyond The Plant Protein Company, it’s rolling out its whole-cut steak filet at Erewhon stores across Los Angeles. This is the second of its innovations to launch at the high-end retailer, following the debut of the Beyond Immerse line of fizzy protein drinks last month.
It marks a continuation of Beyond’s strategy of positioning its premium-priced products towards the luxury grocer’s affluent shopper base, which is more likely to shell out more for food innovations that offer a host of targeted nutritional benefits.
Steak fillet a showcase for Beyond Meat’s centre-of-plate direction
Beyond initially introduced the mycelium steak, its first foray into whole-cut meat alternatives, last year through restaurant partnerships with Boa Steakhouse, Ladybird, and Next Level Veggie Grill.
It was then made available on the company’s direct-to-consumer platform, Beyond Test Kitchen (now revamped into Beyond Plant Protein), where it became the top-selling item, paving the way for a brick-and-mortar debut. That came in the form of listings with Wegmans, H-E-B and Meijer earlier this year.
The whole-cut steak is comprised of a base of wheat gluten, fava bean protein, avocado oil and mycelium, with a small amount of brown rice powder, oat bran and fibre, malted barley flour, apple extract, beet juice colour, spices, vinegar, starter culture, and salt.
The steak cuts are frozen, and each 127g cut delivers 28g of protein, 3g of fibre, and just 1g of saturated fat. It carries certifications from the Clean Label Project (like one of over 20 other Beyond products) and the Non-GMO Project, which the firm said align with Erewhon’s “high ingredient standards and commitment to transparency”.
The steak can be seasoned and seared for around four minutes on each side, and used in tacos, salads, and grain bowls, but it has frequently been talked up as a centrepiece in a steakhouse-style meal.
“We’ve become exceptionally good at making simple plant-based ingredients perform as delicious centre-of-the-plate proteins, leveraging significant investments across plant biology, chemistry, and functionality,” Beyond founder and CEO Ethan Brown told investors in the company’s Q2 2026 earnings call, where it reported an 8% decline in year-on-year sales.
Meat alternatives remain core focus amid Beyond’s category expansion
“Beyond Steak Filet reflects our continued commitment to unlocking the superpowers of plants through what we believe is a category-defining innovation,” Brown said of the Erewhon launch.
“Launching Beyond Steak Filet at Erewhon brings this exciting offering to a community that values thoughtfully crafted nutrition and simple ingredients, through a retailer that has long been at the forefront of what’s next in wellness,” he added.
The rollout comes in the midst of a radical product expansion aimed at returning Beyond’s business to growth, following six consecutive quarters of shrinking revenue and a record-low share price that needed an artificial boost just to stay afloat on the Nasdaq market.
Last week, Beyond unveiled a nutrition-first range of plant protein products titled Phytosphere. It includes a Starmatter protein powder range, Starcut line of jerky bars, whole-food veggie burgers, and the Beyond Immerse lineup.
The name has Greek origins, translating to “plant world”. “It represents a world where people can access the extraordinary nutrition of plants to support uncommon strength, health, and resilience,” a Beyond spokesperson told Green Queen after the launch. “That idea is captured in a simple promise: Plants have superpowers. We deliver them.”
It may have been a reflection of Brown’s comments earlier this year, when he said it is “just not” the moment for plant-based meat right now. But Beyond has consistently maintained that it isn’t abandoning its core meat alternative portfolio.
“As the company expands into new categories, Beyond remains committed to category leadership in plant-based meat,” the company told Green Queen in March. “Our expansion into additional protein categories builds on our core competencies in an innovation-first approach, culinary standards, and sustainability principles that define us, and strengthens our ability to meet more consumer needs.”
