In a move that sent the company’s shares soaring up to 7%, Beyond Meat has announced that Kim Kardashian will be joining its team as the first-ever "chief taste consultant". The entrepreneur and influencer extraordinaire will be featured in a new campaign showcasing her favorite recipes using Beyond Meat products.
Kim Kardashian on Board
"Kim has been a long-time fan of Beyond Meat, and we’re thrilled to have her on board," said a company spokesperson. "Her genuine enthusiasm for our brand is infectious, and we believe she’ll be an excellent ambassador for us."
Kardashian’s appointment as chief taste consultant comes at a time when the company is looking to reverse its slowdown in growth. According to recent earnings reports, Beyond Meat has been experiencing a decline in sales and revenue.
A Powerhouse Partner
Kim Kardashian brings with her a wealth of experience working with billion-dollar brands. Her influence and reach will undoubtedly help to boost the company’s visibility and appeal to a wider audience. As a long-time fan of plant-based meat alternatives, Kardashian is well-positioned to showcase Beyond Meat’s products in new and innovative ways.
The Campaign
The new campaign featuring Kim Kardashian will highlight her favorite recipes using Beyond Meat products. The initiative aims to inspire consumers to include more plant-based meals in their diets. With Kardashian’s signature style and flair, the campaign is expected to generate significant buzz and excitement around the brand.
Beyond Meat’s Growth Slowdown
While the company has seen a slowdown in growth, its spokesperson remains optimistic about the future. "As with any relatively nascent industry and category disruptor, there are going to be short-term fluctuations," they noted. "However, we believe the underlying fundamentals that have driven growth in the category over the last couple of years are still in place."
Competition in the Plant-Based Market
Beyond Meat is not the only player in the plant-based meat market. Other companies such as Impossible Foods and Quorn are also vying for market share. However, with Kardashian on board, Beyond Meat is poised to gain a significant competitive advantage.
Other Celebrities Touting Beyond Meat
Kim Kardashian joins an impressive roster of celebrities who have partnered with Beyond Meat in the past, including Kevin Hart, Shay Mitchell, and Snoop Dogg. This collaboration is just one example of how the company is working to stay ahead of the curve in a rapidly evolving market.
Celebrity Endorsements: A Double-Edged Sword?
While celebrity endorsements can be beneficial for brands, they also come with risks. In 2019, model Emily Ratajkowski was named "chief taste officer" of BABE, a sparkling canned wine brand. However, her involvement in the brand sparked controversy due to its marketing tactics.
Beyond Meat’s Future Plans
As the company looks to the future, it is clear that innovation and creativity will be key to driving growth and success. With Kim Kardashian on board as chief taste consultant, Beyond Meat is well-positioned to stay ahead of the curve in a rapidly evolving market.
Related Articles
- Beyond Meat’s New Product Line: A Game-Changer? Read more
- The Rise of Plant-Based Meat Alternatives Read more
- Celebrity Endorsements: A Guide for Brands Read more
About the Author
Christine Hall is a senior reporter at TechCrunch, covering enterprise/B2B, e-commerce, and foodtech. She has an undergraduate journalism degree from Murray State University and a graduate degree from The Ohio State University.
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