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You can now get a major vegan cult favorite at Kroger


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Photo: Instagram/@beyondmeat

Trader Joe’s has its cauliflower crust pizza and avocado citrus yogurt. Whole Foods has its spicy condiments (Mexican hot chocolate spread, anyone?). And now, Kroger is stirring up buzz by stocking the vegan burger that bleeds at 1,300 of its stores nationwide, according to VegNews.

One of the reasons the burger by Beyond Meat is so popular is that it mimics a beef patty’s texture, taste, and yes, even that medium-rare color almost perfectly. (It’s actually beet juice.) So even though it’s an entirely meatless patty, you won’t find this cult favorite—beloved by both vegetarians and carnivores—next to the soy Boca burgers. Instead, it’s stocked in the meat section.

“We’re grateful to see Kroger place the Beyond Burger in the meat aisle and believe this is an important step in broadening the way people think about, and define, meat.”

The jolt in popularity for plant-based eating—suddenly every it-restaurant seems to be vegan—has increased the demand for bleeding burgers. Beyond Meat and Impossible Foods (another leader in this category) have both majorly upped production to meet the demand. The expansion in Kroger is happening just two months after the brand moved into hundreds of Safeway stores across the country.

“We’re grateful to see Kroger place the Beyond Burger in the meat aisle where consumers are accustomed to shopping for burgers and believe this is an important step in broadening the way people think about, and define, meat,” Beyond Meat CEO Ethan Brown says in a statement.  And with their products also being rolled out in restaurants and college dining halls, according to VegNews, it’s clear plant-based eating is making the move from trend to mainstay—which is great news for your health.

Speaking of veggie burgers, here are the top five brands, rated by taste and nutrition. Or, make ’em yourself with these killer recipes.