Pop-Up 'Beyond Meatball' Shop Coming To Hell's Kitchen

HELL'S KITCHEN, NY — Hell's Kitchen residents can be among the first in the nation to sample a new line of meat-free meatballs, which will be given away for free at a pop-up shop in the neighborhood on Wednesday.

The Los Angeles-based company Beyond Meat, famed for its plant-based Beyond Burger, is rolling out the new meatball product at grocery stores nationwide later this week. But New Yorkers can get an early taste at the eight-hour pop-up event, in which Beyond is taking over The Meatball Shop at 798 9th Ave at West 53rd Street.

The event is running between 11 a.m. and 7 p.m. Wednesday. Customers can get a free Beyond Meatball hero between 11 a.m. and 3 p.m., or a free Beyond Meatballs and spaghetti meal between 3 and 7 p.m., by making a reservation on Resy.

Another meatball giveaway is also taking place Wednesday in Los Angeles. Reservations and supplies are limited, the company warned. Customers are required to wear masks.

Amid a rise in popularity of plant-based meat, Beyond has rolled out two other new products this year, including a line of breakfast sausage patties.