Business Wars
Beyond Meat vs Impossible Burger | Break from the Herd | 4
Nov 6, 2024
Ethan Brown, the CEO of Beyond Meat, dives into the fluctuating fortunes of the plant-based meat industry. He discusses the challenges of celebrity endorsements, particularly the backlash from Kim Kardashian’s partnership. Financial strains lead to layoffs and innovation struggles, prompting a new focus on healthier recipes. The conversation also highlights efforts to counteract negative narratives from the beef industry, with advancements like Beyond Four aiming to promote sustainability and nutritional value. The competition with Impossible Foods adds spice to their marketing strategies.
35:14
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Quick takeaways
- Beyond Meat faces declining sales and reputational challenges due to celebrity endorsements, internal controversies, and fierce competition with Impossible Foods.
- In response to health concerns, Beyond Meat revamped its product with a focus on nutritional value and transparency to reclaim market trust.
Deep dives
Kim Kardashian's Controversial Endorsement
Kim Kardashian's endorsement of Beyond Meat as its chief taste consultant became a double-edged sword for the company. While the celebrity's social media following could potentially boost sales, the launch of the ad sparked backlash when viewers accused her of fake chewing the product. This led to a negative narrative surrounding the brand at a time when Beyond Meat was already struggling with rising debts and declining sales. Ethan Brown, the company's CEO, expressed frustration over the media's focus on the controversy instead of the product itself, indicating a need for a more genuine engagement with the public.
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