Beyond Meat’s Newest Ad Targets Meat Industry Attacks About Plant-Based Food Being Ultra-Processed and Unhealthy

Beyond Meat has launched a new ad titled “There’s Goodness Here” to counter criticisms from the meat industry about plant-based meats being ultra-processed and unhealthy. The ad features a North Dakota farmer named Steven, who grows fava beans, one of the ingredients in Beyond’s products, to emphasize the “goodness” in their ingredients and production process. Beyond Meat’s new ad comes amid a slump in sales for plant-based meat makers like Beyond Meat and Impossible Foods, partly attributed to food price inflation and increased consumer interest in less-expensive alternatives.