Beyond Meat did it again! Their vegan branding strategy and marketing seem to include absolutely perfect timing with their new “chicken” products. Just as the restaurant industry is starting to pick up after the pandemic, Beyond Meat is launching their new and improved chicken tenders to the restaurants (at this point, to mostly smaller chains and independent restaurants). Beyond Meat has not shared when these chicken tenders will be available at the supermarket — thus making us go out and try these small restaurants. What a genius vegan branding strategy!
Beyond has stated that they will be vigorously adding more items in their poultry category that hits many levels. Whether you’re a vegan or not, if you are an animal advocate and have seen how the chicken industry treats chickens, this news of additional chicken products from the Beyond company is a welcome ray of hope.
As we all know, sustainability is a big part of vegan branding and the meat-free chicken from the Beyond Company uses a mixture of fava beans and peas for its “chicken,” which yields 14 grams of protein. This is a great example of sustainability. The actual chicken industry tortures their chickens before it slaughters them.
As of July 7th, 2021, the market value of Beyond is $8.85 billion — not bad for a company that started in 2009. Now remember, this number is without the full effect of their new “chicken” line that they have yet to launch to the average consumer.
What EDK found as smart thinking by Beyond was that they admitted to trying a chicken product a few years ago but had not been happy with it so they decided to pull it. Instead, they would perfect their flagship Beyond Meat product as they worked behind the scenes on their chicken.
As we all know, transparency is essential in an intelligent vegan branding strategy, and they were very transparent about less than stellar chicken.
The National Restaurant Association just awarded the chicken tenders its famed Food and Beverage Award (FABI) for 2021. This is just the beginning folks…as we said, this is vegan branding strategy at its best!