Speaking at the NRF Big Show in New York yesterday, chair of Beyond Meat Seth Goldman said he believed sales of plant-based protein could come to represent 13% of total supermarket meat sales in the next decade and, as a result, the business was looking to expand production overseas.

“With the brand evolution and with the right products, we could see plant-based meat come to represent 13% of sales from the meat case,” he said. “It’s exciting. We’re thinking about how to scale it.

“We’re launching production in Europe and we want to see production grow in China as well. So, there are global opportunities for growth there as well.”