Beyond the meat launches a "meaty" version of her herbal burger

Beyond Meat launches this week a new "meaty" version of its vegetable burger in store.

Tuesday's announcement comes as the $ 1.44 billion meat-substitute market prepares for new entrants like Nestle and Tyson Foods.

Beyond Burger's newest formula includes a blend of protein – peas, mung beans and rice – so the vegan burger is called a "complete protein" with all the essential amino acids. The vegan burger will also have a slightly different texture accordingly.

Cocoa butter and coconut oil are used to create a marbling and texture that more accurately mimic real beef. The last iteration of the slab also includes an apple extract that changes the color of the herbal meat substitute from red to brown when cooked.

Retail trade accounts for approximately half of Beyond's operations and generated $ 19.6 million in revenue in the first quarter. Retail sales have more than doubled in the past year. Beyond's food service revenues increased by 491% from a year ago, thanks to restaurant chains such as Carl & Jr. and Del Taco that added Beyond to their menus.

Investors pushed up the share price of Beyond Meat, making it the most successful IPO of the year. At the close of Monday, the stock has jumped 572% since its debut last month, giving it a market value of $ 10.1 billion.

However, before Tuesday's announcement, Beyond Meat's shares were trading down nearly 12% before the market opened, after JP Morgan had downgraded its stock. The company, which was the lead underwriter for the initial public offering, said the stock close of nearly $ 170 Monday was "beyond our price target" of $ 120. Tuesday's sale put the stock at around $ 150.

The company expects its new Beyond Burger to be available by the end of this month at every store in the country that sells Beyond Meat products. Product prices were not available immediately.

This is not the first time Beyond has refined its formula. Six months ago, the company launched its Beyond Burger 2.0 in restaurants. However, the unveiling took place with less fanfare than the new improved burger from Impossible Foods, which won first prize at the Consumer Electronics Show this month.