The Marketing of Plant-Based Protein - The Beyond Meat Case: Making food alternatives appealing to multiple groups of consumers

Abstract

This paper aims to describe and discuss how marketing promotes plant-based proteins. Based on the frameworks of the marketing studies within green marketing and marketing devices (Callon et al., 2007; Cochoy, 2008; Peattie, 2001; Ottman et al., 2006; Dubuisson-Quellier, 2007), this paper illustrates how Beyond Meat are using marketing devices – digital media, packaging, and stores to make plant-based protein as an alternative that qualifies for multiple consumer groups through “convenienising” their products to meat-based products. The result is a range of product qualities, packaging, and consumption practices that assimilate to existing methods of conventional products – cooking and eating and the convenience of shopping. Beyond Meat does not solely emphasize as an alternative to meat but pushes its emphasis on traditional food products - i.e., burgers, hot dogs, and pizza. Their approach aims not only at niched groups like vegan consumers but various other consumer groups and appeals to a broader market.