Tim Hortons will offer three versions of Beyond Meat's signature meatless patties. (Submitted photo/Tim Hortons)

By Brady Bateman

Beyond Meat

More franchises offering protein substitutes

Jun 18, 2019 | 5:00 PM

Tim Hortons has recently joined a growing number of food establishments in the country offering meat substitutes, with the launch of a new line of breakfast sandwiches and wraps using sausage substitutes.

The substitutes Tim Hortons is offering are manufactured by Beyond Meat Inc., a California producer of meatless hamburger and sausage patties. Beyond Meat has also recently launched a campaign with the well-known A&W franchise.

Although the introduction of protein alternatives such as plant-based burgers has surged in recent years, President of the Saskatchewan Cattleman’s Association, Ryder Lee, said he believes consumers have always had a multitude of options to choose from when it comes to protein in their diet.

“I think beef producers will continue to focus on what they do best and that is raising cattle that become what everyone is trying to catch up to and that Is great, high quality Canadian beef,” Lee said.

“These products aren’t new; I think some new companies have entered and maybe they are getting better over time, but beef has been competing with other meat and other proteins forever.”

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Lee added that cattle producers and the sector they supply constantly monitors the market to follow consumer trends and the eating patterns of Canadians. Noting that the most important objective is ensuring people have a consistently good eating experience.

“When you look at the share of the plate, there are all these things that could be your protein piece; whether it’s a sludge patty that has a whole bunch of ingredients or it’s one ingredient Canadian beef produced by people here in Saskatchewan, people have those choices to make, Lee said.

“We think our product competes very well. Even when people are naming and trying to sell these imitation products you can tell there’s something that they wish they were, and that’s the real thing.”

Lee added he hopes consumers are aware that beef producers care for land across the Prairies while caring for cattle, noting there is a great environmental story that goes along with Canadian beef, along with the nutritional story.

Owner of the Tim Hortons on Marquis Road in Prince Albert, Cheryl Sanders, told paNOW about the initiative.

“It’s 100 per cent plant-based. I find there is a lot of flavour and spice to it, and I honestly couldn’t tell the difference (from traditional sausage patties),” Sanders said. “Maybe it’s a trend. It’s what guests like and we always have to go with what guests like.”

Sanders added that there are no current plans to replace traditional proteins within the Tim Hortons line-up, but rather an addition to the current menu.

“Kind of the healthier the better. We’re also noticing more people ordering lettuce wraps an avoiding the traditional bun. Anything that is a little bit healthier is what I think people like,” Sanderson added.

“People should come try it, it’s full of flavour which even I found shocking. People will be pretty shocked, I think.”

Investors have been closely monitoring, and continue to monitor, the stocks of Beyond Meat, as companies such as Euromonitor, a consulting firm, predict worldwide sales of meat substitutes will grow 22 per cent by 2023 to a total of $22.9 billion.

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Brady.bateman@jpbg.ca

On Twitter: @TheDigitalBirdy