Beyond Meat® Plants the Future of Protein™ in New Campaign
Plant Protein Is at a Tipping Point, With Athletes as Early Adopters
EL SEGUNDO, Calif.--(BUSINESS WIRE)--Beyond Meat is redefining the future of protein, and it is plant based.
The company, which uses protein from plants to create products ranging from burgers and meatballs to chicken poppers, has struck partnership deals with elite athletes to promote the benefits of plant-based protein. The athlete partners hail from the NBA, WNBA, MLB, AVP, and World Surf League. Specific partners include J.J. Redick, David Wright, Maya Moore, April Ross, Eric Bledsoe, Maggie Vessey, and Tia Blanco. Each athlete has adopted plant protein in his or her diet to noticeable effect. Beyond Meat's The Future of ProteinTM campaign will feature a series of photographs and videos that conveys each athlete's fitness and performance with a nod to the plant protein that fuels them. The athletes, their photographs, testimonials and recipes are just some of the key elements in a robust campaign that launched today.
Ethan Brown, Beyond Meat founder and CEO, commented on The Future of Protein campaign: "We've formed partnerships with specific athletes who are embracing clean plant-based proteins to help fuel their performance, overall health, and energy levels. What I love about the campaign is that our athlete partners intuitively understand the benefits of plant-based proteins and so effectively communicate-by example-these benefits to families and children. At Beyond Meat, our plant-based meats let consumers continue to eat what they love, from chili to burgers to bolognese, without the downsides of animal protein. We believe The Future of Protein is increasingly plant based, and our athlete partners will lead the way."
Third baseman David Wright, currently in a career-topping pennant race, was the first athlete to partner with Beyond Meat. A dugout taste test convinced Wright that plant protein was a clean source of energy that could replace animal meat. "I was really surprised the first time I tried Beyond Meat," said New York fan favorite and team captain Wright. "It tasted great and I noticed a difference in how I felt. Now we use Beyond Meat plant protein in our favorite beef and chicken dishes."
The Future of Protein campaign can be viewed at BeyondMeat.com/FutureOfProtein and followed using #FutureOfProtein. In addition to the striking vignettes of the athletes, the campaign includes contests and programs that encourage moms to swap Beyond Meat in the family's favorite dishes and see if anyone notices. Beyond Meat's tasty and convenient products can be found at Whole Foods, Publix, Safeway, Target and more than 7,500 stores across the US and growing.
The campaign is supported by sponsored content.
About Beyond Meat
Based in El Segundo, California, Beyond Meat is a privately held company that is on the cutting edge of plant protein research and development. With a goal of driving innovation and progress, the company provides plant-based protein foods – without sacrificing the taste, chew or satisfaction of meat. Investors include Bill Gates; Kleiner-Perkins Caufield & Byers; the Obvious Corporation and Obvious Ventures (Twitter co-founders Biz Stone and Evan Williams); Morgan Creek Capital; DNS Capital, representing the business interests of Gigi Pritzker Pucker and Michael Pucker; Taiwan's Tsai Family, through its family office, WTT Investment; S2G Ventures; Seth Goldman, founder of Honest Tea. Visit www.BeyondMeat.com, Twitter @BeyondMeat or Facebook.com/BeyondMeat.
Martha Cid, 212-539-3258