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Beyond Meat is set to launch a new whole muscle steak alternative, aiming to cater to health-conscious consumers by mimicking the taste and texture of a filet. CEO Ethan Brown mentioned a potential partnership with a “healthier restaurant chain” for the rollout, shifting away from previous partnerships with fast-food chains. The company is focusing on a new marketing strategy to address consumer concerns about processed ingredients and highlight the benefits of a plant-based diet. This move follows a strategic pivot earlier this year, which included price increases, discontinuing certain products, and introducing new recipes with healthier ingredients. Beyond Meat continues to navigate challenges in the plant-based meat industry, with recent revenue declines attributed to misconceptions about product healthiness. The company recently introduced “Sun Sausage,” a non-meat protein option, emphasizing high protein content and low saturated fat. Specific details about the launch timing for the new steak product were not disclosed.
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Lara Heller graduated from the University of Amsterdam in the Netherlands with a degree in New Media and Communication. During her studies, she specialized in digital media, social media strategies, and content creation. She participated in various digital media projects during her university years, focusing particularly on online journalism and media ethics. After graduation, Lara started working as a content strategist at one of Europe’s leading digital media agencies, where she developed campaigns that strengthened the digital presence of numerous international brands.
