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Tim Hortons pulling Beyond Meat products from all provinces but two

Beyond Sausage sandwiches and burgers will be cut from Tim Hortons menus outside B.C. and Ontario.
Beyond Sausage sandwiches and burgers will be cut from Tim Hortons menus outside B.C. and Ontario.

Tim Horton’s has pulled Beyond Meat’s burgers and sandwiches from its menu in all provinces except Ontario and British Columbia, just months after it rolled out the meat substitute in thousands of locations.

Beyond Meat’s shares plummeted, falling as much as seven per cent on Wednesday in New York trading, wiping off some US$565 million in stock value for the El Segundo, Calif.-based company. Still, the shares are up more than 500 per cent since their debut in May, according to Bloomberg.

“The Beyond Burger will still be available for a limited time nationally,” a Tim Hortons spokesperson said in a statement. “The Beyond Meat breakfast sandwiches are available in various regions while supplies last, but will continue to be available in B.C. and Ontario.”

The fake meat has been positively received, especially for breakfast items in Ontario and B.C., Restaurant Brands Inc., the parent of Tim Hortons, said in a statement to Bloomberg News.

“Like any limited-time offer, we may explore offering the product again in other provinces at a future date based on ongoing guest feedback,” Restaurant Brands said.

Burger chain A&W is among outlets offering the plant-based burger along with Dunkin’ Brand and Carl’s Jr. in the U. S. Tim Hortons serves the faux meat in about 4,000 of its 4,800 locations in North America, the company said in July.

The scaleback likely won’t have a material impact on Beyond Meat because it’s got so many existing partnerships, according to a stock analyst. And Tim Hortons and Beyond Meat could still negotiate a longer agreement, he said.

“I don’t interpret these reports as any indication that interest in plant-based meat at large or Beyond Meat in particular has peaked, as it is way too early to draw any such conclusions,” D.A. Davidson’s Brian Holland wrote in an email to Bloomberg News.

The move comes after a bit of pushback against the plant-based burger craze that also includes entries by Redwood City, Calif.-based Impossible Foods Co. that supplies Burger King and Harvey’s.

The Washington, D.C.-based Center for Consumer Freedom, which says it isn’t funded by the real meat industry, has bought full page ads in the Wall St. Journal and The New York Post that describe “a cabal of activists” out to mislead diners with chemical and sodium-laced imposters.

The Canadian Cattlemen’s Assoc. and the U.S. National Cattlemen’s Beef Assoc. also stress real meat is part of a healthy diet.

Copyright Postmedia Network Inc., 2019

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