Thoughts on Beyond Meat
- Eliza Joan
- Jan 16, 2020
- 2 min read
This semester my Brand Planning and Strategy course will require a major project focusing specifically on Beyond Meat, a plant based protein that closely resembles cow-sourced hamburger meat. If you know me, you likely also know my thoughts on Beyond Meat.
A little over two years ago I went vegan, cutting my diet free of any animal-sourced products, and ever since have had a great interest in new and innovative plant-based foods. I first tried Beyond Meat about a year after going vegan... it was a game changer.
Black bean patties only suffice for so long, I was so excited to be able to eat something that looked and tasted like a hamburger without the guilt of eating a burger that came from actual cow meat. Then I found out I could get Beyond Meat at fast-food places, another game changer!
Soon I became a frequenter of Carl's Jr. and Del Taco, simply because they provided meal options for my dietary needs. To this day I can attribute more simple and convenient eating options to the invention of Beyond Meat! Calling me a fan would be an understatement!
I also love Beyond Meat because of our shared desire to decrease the environmental impact created by animal agriculture. It is cool to know that a brand I love shares my beliefs about and interest in environmental sustainability.
It is my love for the product and appreciation for the way it has simplified my life that makes me so excited to move forward creating brand strategies for Beyond Meat during this course. Some questions that I would love the opportunity to ask our guest speaker, Henna Sherazi from Beyond Meat, would be:
1. Differentiation is a huge factor in the success of Beyond Meat; besides having a unique product, how does Beyond Meat plan to maintain popularity?
2. Why should we choose Beyond Meat over its competitor Impossible Meat? What is Beyond Meat's competitive advantage?
3. Does Beyond Meat plan to grow into other avenues besides imitation meat? Can we expect any other plant based products in the future? (Beyond Cheese perhaps?)
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