On October 26, 2020, Beyond Meat Inc. (NASDAQ:BYND), a pioneer in plant-based meat products, announced the launch of its first brand campaign in Shanghai, China. The campaign aims to promote awareness of the nutritional and environmental benefits of plant-based meat.
Shanghai, China (October 26, 2020) Beyond Meat Inc. (NASDAQ: BYND), a pioneer in plant-based meat, today announced the launch of its first ever brand campaign in China, embarking on a mission to drive awareness of the nutritional and environmental benefits of plant-based meat. (Rewrite above)
The company hopes to encourage customers to modify their diet; the slightest change could have a significant impact on personal health as well as the health of our planet. Beyond Meat’s slogan, Eat What You Love™, represents the idea that people can enjoy more, not less, of their favourite meals by switching to plant-based protein. This is the philosophy at the heart of the company’s latest effort in China. Through the brand’s ‘One Million Ways to Live Healthier’ campaign, we will learn how to make healthier choices without having to change our lifestyles. The campaign highlights the following: a tour of pop-ups, tasting events and collaborations with popular brands that align with the ‘punk-health’ movement.
Beyond Meat’s products are made from simple, plant-based ingredients and are designed to look, cook and taste like their animal protein equivalents, while being better for people and the planet. In mainland China, consumers will find the innovative Beyond Burger®, a plant-based burger, and Beyond Beef, a plant-based minced beef, at select retail and foodservice outlets throughout the country. The Beyond Burger is a rich source of protein made without antibiotics or hormones. Additionally, a 2018 Life Cycle Assessment conducted by the University of Michigan found that producing the original U.S. Beyond Burger patty uses 99% less water, 93% less land, 46% less energy and emits 90% fewer greenhouse gas emissions than producing a ¼ lb. U.S. beef burger patty*
It’s not difficult to find synergies with plant-based meat and the global ‘punk-health’ movement (what does this mean?… does she mean a symbiotic/correlation relationship?), in which people are trying to find a better balance between enjoying their favourite foods and pastimes while still pursuing a healthier lifestyle. Beyond Meat has teamed up with street culture brand DOE, which offers a curated selection of covetable global brands, to develop a limited-edition upcycled capsule collection. The collaboration includes exclusively designed co-branded items so that visitors can ‘wear what they eat,’ while eating what they love. The collection includes a limited-edition t-shirt, pouch, bandana and an apron.
For more information on the collection, follow Beyond Meat's Weibo and WeChat channels.
“Increasing global access to plant-based meat is one of our main goals at Beyond Meat, and we’re excited to be embarking on our latest initiative in China to enable even more people to experience the nutritional and environmental benefits of Beyond Meat products through this collaboration-based tour,” says Candy Chan, China General Manager of Beyond Meat. She further states “to get the ball rolling on hitting our ‘One Million Ways to Live Healthier’ target, not only will we be touring select culturally-relevant locations in Shanghai with a mobile food cart and popping up at various events, we are also very excited to be doing it together with partners like DOE and Innersect.”
“Beyond Meat is an inspirational brand,” said DOE co-founder Himm Wonn, “so, we jumped at the chance to collaborate with them. Through using the medium of upcycling, we also wanted to highlight the great sustainability movement that Beyond Meat is a part of.”
In addition to the capsule collection with DOE, Beyond Meat’s products will be popping up at this season's hot events and locations to bring the brand to life for punk-health millennials and Chinese youth with a ‘tasting is believing’ approach. This includes working with iconic names in China such as Innersect, through which Beyond Meat will be offering visitors a taste of classic go-to foods with a plant-based twist. The Innersect youth convention (4th - 6th December) is a barometer for Chinese youth culture. As the crowds enjoy the taste of Beyond Meat’s products, they will be encouraged to share their own ideas for punk-health tips that anyone can try, without changing their lifestyles.
The ‘One Million Ways to Live Healthier’ campaign follows Beyond Meat’s recent expansion in China, with products available at iconic brands such as KFC, Starbucks, Freshippo and METRO.
*2018 Life Cycle Assessment, University of Michigan, “BEYOND MEAT'S BEYOND BURGER LIFE CYCLE ASSESSMENT: A DETAILED COMPARISON BETWEEN A PLANT-BASED AND AN ANIMAL-BASED PROTEIN SOURCE”
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Media contact:
Yvonne Chen
Pure Experiential Communications Agency
Yvonne@pure-sh.com
About Beyond Meat
Beyond Meat, Inc. (NASDAQ: BYND) is a global protein company, offering a portfolio of revolutionary plant-based meats. Founded in 2009, Beyond Meat products are made from simple, plant-based ingredients and designed to have the same taste and texture as animal-based meat, while being better for people and the planet. Beyond Meat’s brand commitment, Eat What You Love™, represents a strong belief that there is a better way to feed our future and that the positive choices we all make, no matter how small, can have a great impact on our personal health and the health of our planet. By shifting from animal-based meat to plant-based meat, we can positively impact four growing global issues: human health, climate change, constraints on natural resources and animal welfare. As of June 27, 2020, Beyond Meat had products available at approximately 112,000 retail and foodservice outlets in 85 countries worldwide. Visit beyondmeatchina.com.cn, follow @别样肉客BeyondMeat on Sina Weibo, and scan the QR code below to follow us on WeChat.
Forward-Looking Statements
Certain statements in this release constitute “forward-looking statements.” These statements are based on management’s current opinions, expectations, beliefs, plans, objectives, assumptions or projections regarding future events or future results. These forward-looking statements are only predictions, not historical fact, and involve certain risks and uncertainties, as well as assumptions. Actual results, levels of activity, performance, achievements and events could differ materially from those stated, anticipated or implied by such forward-looking statements. While Beyond Meat believes that its assumptions are reasonable, it is very difficult to predict the impact of known factors, and, of course, it is impossible to anticipate all factors that could affect actual results. There are many risks and uncertainties that could cause actual results to differ materially from forward-looking statements made herein including, most prominently, the risks discussed under the heading “Risk Factors” in the Company’s Annual Report on Form 10-K for the year ended December 31, 2019 filed with the U.S. Securities and Exchange Commission (“SEC”) on March 19, 2020, and the Company’s Quarterly Report on Form 10-Q for the quarter ended June 27, 2020 filed with the SEC on August 11, 2020, as well as other factors described from time to time in Beyond Meat’s filings with the SEC. Such forward-looking statements are made only as of the date of this release. Beyond Meat undertakes no obligation to publicly update or revise any forward-looking statement because of new information, future events or otherwise, except as otherwise required by law. If we do update one or more forward-looking statements, no inference should be made that we will make additional updates with respect to those or other forward-looking statements.
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