Thanks to beet juice and coconut oil, the new “bleeding” burger from Beyond Meat is being offered to customers in a national giveaway.
The Beyond Burger—a first-of-its-kind plant-based burger from vegan meat-making company Beyond Meat—is currently available at just one Whole Foods Market location in Colorado, but the company is holding a contest for 10 customers nationwide to have the patties delivered to their doorstep. The non-GMO, pea protein-based burger launched last month and made headlines for the fact that it “bleeds” (thanks to beet juice and coconut oil) like a meat patty, and for being the first vegan option to be sold refrigerated alongside meat products instead of frozen alongside veggie burgers. The marketing tactic, company executives said, is a deliberate attempt to target “flexitarians”—meat-eaters who are veg-curious—as a way to reduce their animal consumption. News of the convincingly meat-like burger led to the product selling out in just an hour. The “Beyond Burger at Your Doorstep” contest ends Friday, and winners will be notified on or before Monday June 27.