**Beyond meat now has some new star powers behind its vegetable meat brand, such as Kim Kardashian. It is reported that Kardashian has become the company's first "chief taste consultant". In addition, she will show her recipes and other creative content using beyond eat in a new event.
Kardashian said in a statement: "I've always focused on being more plant-based, and I can tell you that beyond meat is my absolute favorite - I like all their products. They not only taste amazing, but also are good for me and my family. As my fans know, my fridge and freezer are full of beyond meat products, and I'm happy to appear at this event as its chief taste consultant to inspire people to integrate beyond meat into their diet Medium. "
Bloomberg reported that the news raised the company's share price by 7% to $26.56 on Tuesday, then fell back to $22.94 on the same day. According to the recent earnings report, this is also considered to be a way to help the company reverse some of the slowdown in growth. In Kardashian, the company also gained a strong ally, who was familiar with working with a billion dollar brand and gained exposure.
A spokesman for beyond meat said by email that it was meaningful to see Kardashian set up such a consultant role as a brand fan in the past few years. "We like her true and genuine connection with the brand. As synonymous with impeccable taste in food, fashion, beauty and other aspects, Kim will highlight the brand's delicious, nutritious and sustainable product combination through her signature recipes and fascinating creative content."
The company's growth struggle comes amid some slowdown in the food technology industry itself. Pitchbook's first quarter food technology report pointed out that the number of risky transactions (359) and the amount of investment (US $6.9 billion) decreased compared with the first quarter of 2021.
When it comes to this slowdown and how to restore momentum, a beyond meat spokesman said: "like any relatively new industry and category disrupter, there will be short-term fluctuations, but we believe that the fundamentals that have driven the growth of this category in the past few years still exist."
Kardashian is not the first person to assume such a role. In 2019, Emily ratajkowsky, a model with a clothing production line, was appointed the "chief taste officer" of bubbling canned wine brand babe. Today, just egg announced that Jack Gyllenhaal and Serena Williams have invested in this healthier egg brand and become part of a new campaign.