"Over 90% of the people who buy our product also have meat in their shopping cart. That's a real breakthrough."
They've managed to appeal to all consumers, even meat eaters. Now, Beyond Meat is one of the most popular vegan brands in the world. Brut nature met with its Executive Chair.
With ChangeNOW Summit
They've managed to appeal to all consumers, even meat eaters. Now, Beyond Meat is one of the most popular vegan brands in the world. Brut nature met with its Executive Chair.
With ChangeNOW Summit
Category
🛠️
LifestyleTranscript
00:00People have an expectation about what a burger should taste like and they expect it to go
00:25well with ketchup and to go well you know to taste grilled and so it was important that our product
00:30provide a lot of the same sensory cues you know we'll literally will test our burger and see how
00:36how it bounces against pressure just like a hamburger we will look at the juiciness we
00:42want it to be the same way even the noise we'll put our product on a grill and put a animal-based
00:49burger on a grill and understand which one sounds different at which different times instead of just
00:54trying to mush together a bunch of ingredients like other companies were doing it we actually
00:59said let's start from scratch let's understand the architecture of meat and what we saw was
01:05that it's 70% water and then it's a bunch of amino acids that form the proteins and lipids
01:11that form the fats and when we look at it that way we realize well that really is a scientific
01:16challenge so let's find the same amino acids from plants that are in animal-based meat and let's
01:23assemble them the same way and then you come out with a very different product
01:27Veggie burgers have been around for a long time in the United States so it
01:57really took something very different to break through and the results have been so strong that
02:02we were able to get our products carried in the meat section of the grocery store and then again
02:07that leads to a different customer when we looked at the grocery the largest grocery chain in the
02:11United States over 90% of the people who bought our product also had meat in their shopping cart
02:17and that was a real breakthrough because it meant we weren't just selling to the vegan or vegetarian
02:21but also selling to the meat consumer if you tell people something tastes healthy then they
02:46think it doesn't taste good so we would love to be able to work with a partner like a Subway like
02:52a Dunkin Donuts that's able to show the product looking delicious and of course when a customer
02:59can buy it in a store and it tastes as good then that's the best marketing there is and what's
03:04wonderful about that is when they put the product in the market they don't just say try our new
03:08veggie burger it's tried the new beyond burger or the beyond breakfast sausage patty all of these
03:14chains are looking to offer something fresh to their customers they want to bring innovation and
03:18so they've seen a lot of excitement around plant-based protein and so for them it made
03:23sense to to give this one a try
03:45we have no interest in becoming the best-selling veggie burger we think about ourselves as a global
03:52protein company and we know our business is scalable because we have so much of a lighter
03:57environmental footprint if anything that the industry that's not scalable as animal protein
04:02is it's not there aren't enough Earth's in existence to feed 10 billion people with animal
04:09based protein so we're confident this approach is one that is is the most sustainable and most
04:16viable for the future