Beyond Meat

Beyond Meat, Inc.
Company type	Public
Industry	Food processing
Founded	2009; 17 years ago
Founder	Ethan Brown
Headquarters	El Segundo, California, United States
Area served	Worldwide
Key people	Ethan Brown (Founder)
Products	Plant-based meat substitutes (Beyond Burger, Beyond Sausage, Beyond Meatballs, Beyond Mince)
Number of employees	686 (2023)
Website	www.beyondmeat.com

Beyond Meat, Inc. is a manufacturer specializing in plant-derived meat substitutes, established in 2009 by Ethan Brown. The company introduced its first products to the U.S. market in 2012 and made history in 2019 by becoming the inaugural plant-based meat analogue firm to go public.

The company’s premier offering is the plant-based beef alternative known as the "Beyond Burger." Its product range also includes plant-based options for chicken and pork, broadening its selection to address increasing consumer demand. Beyond Meat is headquartered in El Segundo, California and employed 686 people as of 2023. That year, it reported revenues of US$343.4 million, demonstrating continued expansion despite a net loss amounting to US$338.1 million.

Beyond Meat’s strategic focus centers on advancing innovation within plant-based proteins to secure a larger share of the international food market, capitalizing on its early entry and status as a publicly traded enterprise in this sector.

Founding

In 2009, Ethan Brown established Beyond Meat with the goal of addressing climate change. He collaborated with University of Missouri professors Fu-hung Hsieh and Harold Huff to license their technology for meatless protein. The company's initial product, Beyond Chicken Strips, debuted at Whole Foods Market in 2012 and expanded nationwide by 2013. In 2014, Beyond Meat introduced its first plant-based beef item, Beyond Beef Crumbles, before extending its offerings to include plant-based pork.

IPO and financing

From 2013 through 2016, Beyond Meat attracted venture capital from investors such as GreatPoint Ventures, Kleiner Perkins, Obvious Corporation, Bill Gates, Biz Stone, the Humane Society, and Tyson Foods. Tyson Foods acquired a 5% ownership stake in 2016 but divested prior to the company’s IPO in 2019. By 2018, Beyond Meat had secured $72 million in venture funding and garnered support from celebrities including Leonardo DiCaprio, Jessica Chastain, Snoop Dogg, as well as professional athletes like Chris Paul and Kyrie Irving.

The company went public on the Nasdaq stock exchange in May 2019 under the ticker BYND, marking the first IPO for a plant-based meat substitute business. Valued at $3.8 billion at launch, it ranked among the most successful U.S. public offerings over the previous twenty years. By June 2021, Beyond Meat’s market value had climbed to $9.44 billion.

In November 2020, sales growth decelerated to a 2% year-over-year increase due to COVID-19’s adverse effects on foodservice outlets; consequently, the company pivoted toward expanding distribution in grocery stores and convenience outlets. By September 2022, share prices had fallen dramatically—down 93% from their July 2019 high—and Beyond Meat announced a reduction of its workforce by 19% amid declining revenues. Further layoffs were declared in November 2023 following an almost 9% decrease in sales during Q3 of that year.

Beyond Burger (2014–present)

Development of a beef burger substitute began in 2014 with the official release of the Beyond Burger in February 2015. This patty is crafted from a blend of pea protein isolates, rice protein, red lentil protein, avocado oil, potato and pea starches, faba bean extract, apple extract, and pomegranate powder. The product’s signature "bleeding" characteristic is achieved using red beet juice.

In 2024, Beyond Meat revamped the Beyond Burger formula into what it calls "Beyond Meat IV," substituting canola and coconut oils with avocado oil to provide a healthier alternative. This reformulation exemplifies the company's commitment to continuous product innovation aimed at appealing to health-conscious consumers and strengthening its position within the plant-based meat sector.

Beyond Sausage (2017–present)

In December 2017, Beyond Meat unveiled "Beyond Sausage," a plant-based substitute for pork sausage offered in three distinct flavors: Bratwurst, Hot Italian, and Sweet Italian. This product line broadened the company’s range within the plant-based meat sector, catering to consumers interested in environmentally friendly protein alternatives.

Beyond Meatballs (2019–present)

The year 2019 saw the launch of "Beyond Meatballs" through a collaboration with Subway, introducing a vegan version of classic meatballs featured in the Beyond Meatball Marinara sandwich. By September 2020, distribution expanded to select grocery retailers across the United States, boosting market reach and diversifying the company’s product lineup.

Beyond Mince (2021–present)

In 2021, Beyond Meat expanded its offerings in the United Kingdom with 'Beyond Mince,' a plant-based ground meat substitute containing more protein than traditional beef mince. This introduction supported the firm’s international growth strategy and strengthened its position in plant-protein innovation.

Chicken strips (2012–2019)

The company’s inaugural product, launched in 2012, was a frozen chicken alternative developed under license from University of Missouri researchers Harold Huff and Fu-Hung Hsieh. Composed of soy powder, gluten-free flour, and carrot fiber, it utilized food extrusion technology to replicate chicken texture. Despite receiving some celebrity endorsements, critics generally rated its resemblance to real chicken as only moderate, leading to its discontinuation in 2019.

Beyond Meat Jerky (2022–2024)

In March 2022, Beyond Meat introduced its first shelf-stable product—a plant-based jerky—in partnership with PepsiCo. Available in original, teriyaki, and hot & spicy varieties, this product line was discontinued in February 2024 as part of a strategic portfolio realignment.

Health ratings

The initial Beyond Burger patty contained 270 calories, with 20 grams each of protein and fat (including 5 grams saturated fat), and 1 gram of sodium. While protein and fat content mirrored that of beef patties, sodium levels were significantly higher; however, the product contained no cholesterol. Classified as ultra-processed according to the Nova classification due to ingredient complexity, its categorization for soy-based foods has been subject to discussion.

In February 2024, Beyond Meat reformulated its beef alternative by simplifying the ingredient list and reducing sodium by 20% alongside a 60% decrease in saturated fat. These improvements led to certifications from both the American Heart Association and American Diabetes Association, enhancing the product’s nutritional profile.

All Beyond Meat products carry non-GMO certification, reinforcing their appeal among health-conscious consumers.

Market distribution

Starting in July 2019, Dunkin' Donuts offered breakfast sandwiches featuring Beyond Meat's Meatless Sausage at Manhattan locations, expanding nationwide by November that year. November 2020 marked a partnership with McDonald's to create the McPlant—a plant-based burger and chicken alternative—initially tested in Denmark and Sweden from February 2021. Additionally, Beyond Meat introduced a plant-based minced pork product to the Chinese market during that year.

In 2020, Beyond Meat launched an e-commerce platform enabling direct consumer sales. January 2021 brought a collaboration with Taco Bell to trial plant-based protein options before potential permanent menu adoption. Concurrently, Beyond Meat joined forces with PepsiCo under The PLANeT Partnership to develop plant-based snacks and beverages.

February 2021 saw further alliances with McDonald's and Yum Brands to expand plant-based offerings across menus—introducing pizza toppings, chicken substitutes, and taco fillings for KFC, Taco Bell, and Pizza Hut. Despite these efforts, McDonald's ended U.S. testing of the McPlant burger in July 2022 after underwhelming sales at approximately 600 locations; however, it remains available in European markets.

In September 2021, Beyond Meat broadened its retail presence by launching vegan chicken tenders at outlets including Walmart, improving consumer access and market expansion.

Production facilities

Beyond Meat maintains several production sites across the United States, notably in Columbia, Missouri and Pennsylvania. In June 2018, the company significantly increased its Columbia plant's output by tripling its manufacturing capacity. By 2020, Beyond Meat had acquired a production facility in Devault, Pennsylvania. Within Europe, the company operates two sites in the Netherlands: a co-manufacturing facility in Zoeterwoude managed by Zandbergen, and an owned plant in Enschede, which supports distribution throughout Europe, the Middle East, and Africa.

The organization launched a research and development laboratory in El Segundo, California in 2018. Subsequently, in January 2021, Beyond Meat revealed plans to establish a new global headquarters in El Segundo aimed at considerably growing its R&D workforce.

In China, Beyond Meat inaugurated its first fully owned manufacturing plant located in Jiaxing, Zhejiang, beginning full-scale production during 2021. This site represents the company’s inaugural comprehensive manufacturing operation outside of the United States and signifies its strategic efforts toward global expansion.

Supplier lawsuit

In March 2019, Beyond Meat was involved in a civil lawsuit initiated by former supplier Don Lee Farms following Beyond Meat’s decision to switch suppliers in 2017. Don Lee Farms accused Beyond Meat of breaching contractual agreements and alleged that proprietary manufacturing information had been disclosed to new suppliers. Additionally, concerns were raised about food safety procedures at Beyond Meat’s facility that affected Don Lee Farms’ processing activities. The matter was resolved in 2022 without any admission of wrongdoing.

External links