Exclusive: Beyond Meat is ditching ‘Meat,’ pivoting to Beyond
3 Articles
3 Articles
Beyond Drops the “Meat” as It Eyes the Expanding Protein Category
In a recent interview with Fast Company, Beyond Meat CEO Ethan Brown revealed the company is rethinking its identity. As part of this transformation, the company is dropping “Meat” from its consumer-facing identity and will now be known just as “Beyond.” The change signals more than a cosmetic refresh; it reflects a broader ambition to lead in plant-based protein innovation rather than remain tethered to replications of beef, chicken, or pork. B…
Exclusive: Beyond Meat is ditching ‘Meat,’ pivoting to Beyond
Seated across a table from me at a rented loft near Wall Street in late July, Beyond Meat CEO Ethan Brown is digging into a bowl of Beyond Ground, his company’s latest product, which debuts July 29, goes on sale via the company’s website in August, and promises more protein per serving than beef. But this isn’t just any product demo; it’s a company overhaul. With this launch, Beyond Meat is becoming merely Beyond and turning its focus away from …
Beyond Says It's Dropping 'Meat' From Its Name to Target America's Protein Craze
5 Mins Read Ahead of its latest product launch, Beyond Meat is dropping ‘Meat’ from its name to focus on the power of traditional plants amid falling sales and rising demand for protein. Beyond Meat is going beyond meat – quite literally. The Californian pioneer of plant-based meat says it’s ditching ‘Meat’ from its name to simply be ‘Beyond’ as it enters a new era with products centred on celebrating whole plants rather than imitating animal pr…
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