Beyond Meat Is Revitalizing Its Brand With Healthier Beef

Beyond Meat, based in El Segundo, California, is giving its popular plant-based burger a makeover in hopes of reigniting interest and sales in the United States.

The company revealed on Wednesday that its revamped Beyond Burger patties and Beyond Beef grounds boast a 60% reduction in saturated fat, achieved by swapping out canola and coconut oils for healthier avocado oil. Moreover, these new beef alternatives contain less sodium and pack more protein.

Scheduled for release in the U.S. market this spring, these latest versions mark the fourth generation of the Beyond Burger. According to Beyond Meat Founder and CEO Ethan Brown, this update represents the most significant advancement since the burger’s debut in 2016.

Brown emphasized the extensive development process involving input from nutritionists and doctors to create a plant-based burger that not only mimics the taste and texture of animal meat but also aligns with health-conscious consumers’ expectations.

In addition to health considerations, Beyond Meat faces the challenge of reversing declining sales in the U.S. With a 34% drop in U.S. revenue during the first nine months of 2023 due to weakened consumer demand, the company announced workforce reductions and strategic product adjustments.

While Beyond Meat has experienced sales growth in Europe, driven by partnerships with companies like McDonald’s, its success there hasn’t offset U.S. losses. Concerns about the healthfulness of plant-based meat, fueled in part by meat industry advertising, have hindered wider acceptance. The previous Beyond Burger, for instance, contained 25% of the recommended daily saturated fat intake and 17% of the recommended sodium intake.

The new iteration significantly improves these health metrics, with just 2 grams of saturated fat and 14% of the recommended sodium intake per patty, without altering the calorie count. For comparison, a Kroger-brand 80/20 beef patty has higher saturated fat content and calories.

To enhance texture and protein content, Beyond Meat incorporated lentils, rice, and faba beans alongside its traditional pea protein. With 21 grams of protein per serving, the new burger surpasses both traditional beef patties and competitors like the Impossible Burger.

Despite the promising improvements, Beyond Meat’s shares experienced a slight decline following the announcement. The company anticipates providing a comprehensive update on its 2023 earnings later this month.

Ultimately, Beyond Meat’s latest venture aims to not only enhance the health profile of its products but also address consumer preferences, reflecting a strategic response to market challenges.