More than meat has a new star power behind its plant-based meat brand in Kim Kardashian.
The extraordinary entrepreneur and influencer acted as the company’s first Chief Taste Consultant and will be featured in a new campaign touting her recipes for using Beyond Meat and other creative content.
Kim Kardashian is Beyond Meat’s new flavor advisor
“I’ve focused on being more plant-based and can tell you that Beyond Meat is my absolute favorite – I love how all of their products not only taste great, but are good for me and my family,” Kardashian said in a statement† “As my fans know, my fridge and freezer are fully stocked with Beyond Meat’s products and I’m so excited to be featured in the campaign as the premier flavor advisor to inspire people to incorporate Beyond Meat into their diets.”
Bloomberg reported: That news of this sent the company’s shares up a whopping 7% on Tuesday to $26.56 before falling again to close for the day at $22.94 a share. It is also looking for a way to help the company reverse some of the slowdown in growth, according to recent earnings reports. In Kardashian, the company also gains a powerful ally who is known for working with multi-billion dollar brands and gaining fame.
A Beyond Meat spokesperson said via email it made sense to create the consultant role, having seen Kardashian as a brand fan for the past several years.
“We love her authentic and genuine connection to the brand,” said the spokesperson. “As an icon synonymous with impeccable taste in food, fashion, beauty and more, Kim will highlight the brand’s delicious, nutritious and sustainable product portfolio with her signature recipes and engaging creative content.”
The company’s growth struggle comes as the food tech industry itself is slowing down a bit. Pitchbook’s “Foodtech Report” in the first quarter noted that both the number of venture deals (359) and dollars invested ($6.9 billion) were lower than in the first quarter of 2021.
Speaking about that slowdown and how it will regain momentum, the Beyond Meat spokesperson said: “As with any relatively nascent industry and category disruptor, there will be short-term fluctuations, but we believe the underlying fundamentals that have driven growth in the category of recent years are still in place.”
Kardashian is just one of the celebrities touting the plant-based meat company, including Kevin Hart, Shay Mitchell and Snoop Dogg.
Kardashian isn’t the first to take on a role like this. In 2019, model Emily Ratajkowski, who has a clothing line, was appointed as “Chief Taste Officer” of BABE, a brand of canned sparkling wine. And today, Just Egg announced that both Jake Gyllenhaal and Serena Williams have invested in the healthier egg brand and are part of a new campaign.
