Beyond Meat vs Impossible Burger | Break from the Herd | 4

Business Wars

Wondery

History, Business, David Brown, Management

4.6 • 13.2K Ratings

🗓️ 6 November 2024

⏱️ 41 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

It’s 2022 and Kim Kardashian is chowing down on a Beyond Burger. But the Internet buzzes over whether she actually ate it. Meanwhile, after a boom in business during the pandemic, Americans are now cutting back on plant-based meats. And concerns are growing over their nutritional value. That creates a financial pinch for both Impossible Foods and Beyond Meat, and both companies will have to consider cutting the fat in their operations. Just as the industry looks like it's overcooked, one company revamps its recipe with health in mind. And the other adopts bolder, beefier, and bloodier brand.

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Transcript

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0:00.0	Wondery Plus subscribers can binge all episodes of business wars Beyond Meat versus Impossible Burger early and ad-free right now.
0:08.3	Join Wondry Plus in the Wondry app or Apple Podcasts.
0:16.9	It's May 2022, El Segundo, California.
0:22.6	In his office, meeting with Beyond Meat's marketing team,
0:25.7	51-year-old Ethan Brown hovers his finger over the play button on a video.
0:30.3	The clip is the final cut of a new Beyond Meat online ad.
0:34.1	The ad features an endorsement from a big celebrity who once broke the internet, Kim Kardashian.
0:40.0	I believe so much in the mission of Beyond Meat, that I've stepped into help with my greatest
0:45.1	asset, my taste. This plant-based meat is not only amazingly delicious, but it's also better for you
0:53.1	and better for the planet.
0:55.7	It's a simple change that makes a really big difference.
0:59.3	So good.
1:01.9	And now that I'm Beyond Meat's chief taste consultant, there's never been a better time to go beyond.
1:08.6	Woo!
1:09.8	Ethan and his team exchange high-fives.
1:13.0	This is phenomenal, guys. Great work.
1:16.9	When the ad debuts in late May,
1:19.4	Beyond Meat is racking up debt and bleeding cash.
1:23.2	It hopes Kardashian can stem the bleeding.
1:25.8	But when the ad debuts on Kardashian's Instagram,
1:29.3	some of her hundreds of millions of followers think they've caught her fake chewing the faux meat.
1:34.7	And that makes news at Entertainment Tonight.
	...

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