Jo-Ann McArthur’s Post

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President at Nourish Food Marketing

Beyond Meat is shifting gears with a strategic move in the plant-based sector. Breaking away from its traditional faux meat products, the company has launched "Sun Sausage," a new plant-based protein that focuses purely on nutritional value rather than mimicking meat. 🌱🔄 This pivot reflects a broader strategy to meet diverse consumer needs, focusing on health and sustainability without directly substituting meat. #PlantBasedInnovation #BeyondMeat #FoodIndustryTrends #FoodTrends https://lnkd.in/g6KTC967

Beyond Meat launches ‘first of its kind’ protein to appeal to health-conscious consumers

Beyond Meat launches ‘first of its kind’ protein to appeal to health-conscious consumers

fooddive.com

Serge Langlois

Marketing and Innovation Manager • Strategy • Memorable Customer Experiences through Products and Marketing Touchpoints

4mo

I believe that the product introduction sequencing "strategy" was spot-on! -Create awareness of a new plant-based product by mimicking what was "known" by consumers (language, texture, flavor): generate trial and introduce the new product into some consumers' consideration set. -Migrate exclusive meat eaters into flexitarians. -Create a new product exploiting the product's specific benefits (and practicality), in a product that the consumer is comfortable with. Next Step: Improve further, added health "benefits", added ingredients, new shape/ format(s), various flavors and possibly textures as inclusions (if still in sausage form)? It wouldn't have worked otherwise - and the category is following the Gartner Hype Cycle... like so many new products.

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