Demand for Korean flavors is rising rapidly in the Netherlands, and these flavors are increasingly appearing in supermarkets. From K-pop to Korean barbecue, the influence is visible in both consumer behavior and product assortments. Beyond Meat is responding with a new addition to its burger range: the Beyond Burger Korean BBQ.
The Netherlands is embracing Korean culture, from K-pop to barbecue. This development is also reflected on supermarket shelves. Sales of Korean products reached €21.5 million in 2025. That represents an increase of 87% compared to 2024. Beyond Meat translates this trend into a new flavor variant within its existing portfolio.
The Beyond Burger Korean BBQ follows earlier launches, such as the Jalapeño variant. The new burger is inspired by Korean grilled dishes like bulgogi and galbi. The flavor is described as smoky and sweet, with garlic, soy sauce, and ginger. The burger contains 18 grams of plant-based protein and, according to Beyond Meat, maintains its well-known juicy texture. It can be prepared on the barbecue, similar to a beef burger.
According to Natalia Tofan, Regional Sales Manager Retail BeNeFra at Beyond Meat, the launch aligns with consumer demand: “We are extremely excited to launch the Beyond Burger Korean BBQ flavor in Dutch supermarkets this barbecue season.” She adds: “Consumers can now enjoy the delicious flavors of Korean BBQ, high in protein and plant-based, right on their own grill!”
The Beyond Burger Korean BBQ will be available from April 20 at Albert Heijn and online via Picnic. The product is positioned as an extension of the existing barbecue assortment.
Source: Beyond Meat
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