BRAND OVERVIEW & INSIGHTS · BRAND OVERVIEW & INSIGHTS [email protected]. Confidential / For...

May 2020

BRAND OVERVIEW & INSIGHTS

[email protected]

mailto:[email protected]

Confidential / For Beyond Meat® Use Only2

Driven by a founder who recognized

the fastest way to making a difference

in the world is through the dinner

plate.

Propelled by great taste and

developed over 10 years at the

University of Missouri -

the world’s best scientists, engineers,

food technologists, and chefs continue

to innovate at the company’s new

state-of-the-art innovation center.

Meating the skyrocketing demand for

plant-based meats:

70% of meat eaters are substituting a

non-meat protein in a meal at least

once a week.*

* Meatingplace Cover Story, March 2016

A COMPANYOUT TO CHANGE THE WORLD

FOUNDER LED INNOVATION DRIVEN CONSUMER FOCUSED


Soup, Pizza, Chili, Lasagna, Stuffed Peppers, Curry, Meatballs,

Flatbread, Mac & Cheese with Beyond Meat, Taco Meal Kits

Beyond Meat Beef Crumble and

Meatball Applications


Jambalaya, Meat Balls, Mini Meatloaf, Sloppy Joe’s, Pizza,

Kebabs, Tacos, Burgers & Sliders Family Meal Kits

BEYOND MEAT DINNER SAUSAGE & BURGER:

BEYOND MEAT Burger & Dinner

Sausage Applications:


Removing the animal from the protein production chain simultaneously and powerfully

addresses four major problems attributable to livestock.

PLANT-BASED MEATS

ANIMAL-BASED MEATS

16%Increased Cancer Risk1

21%Increased Heart Disease

Risk1

51%Of Global Greenhouse

Gas Emissions Driven By

Livestock Rearing And

Processing2

80%Of all agricultural land is

used for livestock,

including grazing land

and cropland dedicated

to the product of feed. 3

1,900 GallonsOf water to produce

1lb of beef. 3

66 BillionLand Animals

Slaughtered Every Year

For Food4

1. “Risks associated with processed meats.” Archives of Internal Medicine.

2. “Livestock & Climate Change.” Goodland &: Anhang, 2009, Worldwatch.org.

3. FAO.org. 4. “Livestock and Climate Change.” International Livestock Research Institute, 2011.

WHYBUILD MEAT DIRECTLY FROM PLANTS?


POSITIVE IMPACTWE’RE ADDRESSING GROWING CONCERNSAROUND CLIMATE CHANGE AND SUSTAINABILITY

BEYOND MEAT LCA OBJECTIVES

● Definitive assessment of Beyond Meat’s

environmental benefits versus beef

● Uncover ongoing opportunities to improve

sourcing and production efficiencies

METHODOLOGY

Conducted by Third party, U. Michigan’s Center for

Sustainable Studies, a leader in independent, peer-

reviewed LCA analyses


Our scientists and engineers have uncovered the blueprint of animal-based meat and work to rebuild this structure directly from plant-based sources- beginning with meat’s compositionversus its animal origin.

REDEFINING MEATWITH PROPRIETARY SCIENCE


Confidential / For Beyond Meat® Use Only

OUR PROTEINS

Pea, Mung Bean, Fava Bean, Rice,

Sunflower

By using a blend of plant proteins, our

products provide equal or greater levels of

protein than their animal-derived

equivalents

OUR MINERALS

Calcium, Iron, Salt, Potassium Chloride

From taste to function, these minerals

deliver the nutrients we expect from meat

- like iron - and wake up our taste buds

with each bite.

OUR CARBOHYDRATES

Potato Starch, Methylcellulose (plant

fiber derivative)

Our blend of carbohydrates helps hold our

ingredients together, providing the right

amount of texture so you can enjoy every

bite.

OUR FATS

Cocoa Butter, Coconut Oil,

Sunflower Oil, Canola Oil

Our fats create juicy, plant-based

burgers, beef, chicken and sausages

that sizzle in the pan or on the grill.

All with less saturated fat that their

animal counterparts.

OUR FLAVOURS AND

COLORS

Beet Juice Extract, Fruit

Extracts, Natural Flavors

Our natural flavors and fruit and

vegetable-based colors deliver a

meaty taste and cooking

experience, without using GMOs.

CLEAN, RECOGNIZABLE INGREDIENTSWITHOUT SOY, GLUTEN, OR GMOS

9

54% of consumers

globally are avoiding GMOs.1

CONSUMERS SAY OMG TO GMOs

Nearly half of US consumers

surveyed by Hartman group in

2018 said they would avoid

buying products with GMOs.2

1. Hartman Group 2018

2. Nielsen 2016 Global Ingredient & Out-of-Home Dining Trends Report

THE DECLINE OF SOY –CONSUMER PERCEPTION IS A REALITY

Today’s Milk Alternative Set: Where’s the Soy?

• After hitting a peak of $1.2 billion in 2008,

US soy-milk sales began a steep decline.

• According to Nielsen, total sales were just

short of $300 million in 2015.

• Conflicting studies have left consumers

unsure, leading to shelf sets devoid of soy…

• 18% of consumers think soy-based foods

are unhealthy.

Source: Mintel Plant-based Proteins Report, May 2019


1. Meatingplace Cover Story March 2016 2. Mintel Plant-Based Protein Report, 2019 3. Yougov, 2019

4. Shopper cart data from a leading US retailer 5. NPD QSR Study, 2019

70%

36%

63%

of meat eaters are substituting a non-meat protein in a meal at least once a week and 22% say they are doing it more often than a year ago1

of total US consumers use meat alternatives2

Of Millennials are trying to add more plant-based foods into their diet3 and 36% of Millennials who consumer meat

alternatives do so at restaurants/while eating out-far more than any other generation

of Beyond Burger Purchasers at Conventional Retail Are Meat Buyers4

● Beyond Meat is the 1st plant-based brand shelved with meat

● The Beyond Burger is now the #1 selling patty (by unit) in the meat case at a major Southern California chain.90%over

95% of consumers who have ordered a plant-based burger in the past year also order animal meat burgers5

GROWTH AND IMPACTOF PLANT-BASED PROTEIN


GEN Z & MILLENNIALS

49% of 18-24 year olds and 42% of 25-

34 year olds are trying to add more plant-

based foods to their diets.1

Gen Z will count for 31% of consumer

base by 2021, and 75% claim to be

cutting back on meat consumption.2

FAMILIES

30% of females and 25% of males are

trying to add more plant-based foods to

their families diets.3

HEALTH CONSCIOUS CONSUMERS

23% of consumers (cross-generational)

avoid animal products for health

reasons.4

1. Mintel 2019 2. Forbes

3. Mintel 2019 4. Mintel 2019

BROAD DEMOGRAPHIC APPEALCONSUMERS WHO SEEK HEALTHIER LIFESTYLES AND SUPERIOR TASTE+NUTRITION

MILLENNIALS: LARGEST GENERATION AND MOST INTERESTED IN PLANT-BASED MEAT

“HOW OFTEN, IF AT ALL, DO YOU EAT OR USE

THE FOLLOWING PROTEIN ALTERNATIVES?”

Millennials seek healthful lifestyle options, which

include limiting meat and fat in their diet

- 30% consume a meat alternative product (other

than eggs) every day

- 50% consume a meat alternative product at

least a few times/week

“IN WHICH OF THE FOLLOWING WAYS DO YOU EAT

OR USE MEAT ALTERNATIVES (NOT INCLUDING

EGGS OR EGG SUBSTITUTES)?”

36% of Millennials who consume meat

alternatives choose to do so at restaurants/while

eating out – far more likely than any other

generation

Source: Mintel, The Protein Report: Meat Alternatives - US - January 2017

Confidential / For Beyond Meat® Use Only14Source: GlobalData 2016 Q4 global consumer survey

HEALTHTHE MOST SIGNIFICANT FACTOR DRIVING INTEREST IN PLANT-BASED MEAT

Confidential / For Beyond Meat® Use Only15Source: Mintel 2017 Protein Report

● NO CHOLESTEROL

● HALF THE SATURATED

FAT OF 80/20 BEEF

BURGER

HEALTHTHE MOST SIGNIFICANT FACTOR DRIVING INTEREST IN PLANT-BASED MEAT

Confidential / For Beyond Meat® Use Only16Source: Mintel 2017 Protein Alternatives Report

66% of consumers believe plant-based meats

are healthier than animal-based meat.

74% agree with the statement, “Is it worth it for

me to pay more for products I think are good for

my health.”

PLANT-BASED MEATIS SEEN AS HEALTHIER AND WORTH THE PREMIUM


Taste is the primary barrier to plant-based adoption. After great taste, protein and clean ingredients are the top secondary desired product attributes.

Consider taste to be a primary

benefit of meat

65%Failed to limit their meat

consumption due to taste

44%

Source: Mintel Plant-Based Protein Report 2018

… BUT TASTE IS KING


100B+ global media impressions in 2019! Up from 10 billion in 2018 - a

reflection of Beyond Meat’s relevance and acceleration. 32M views

on Business

Insider

DOMINATING HEADLINESWE’VE CAPTURED THE MEDIA’S ATTENTION


418K 877K 102K 427K 537K UVM

Beyond Meat has 2M+ highly engaged fans across social & owned media, over 100% YTD Growth. Our consumers love our products, and our customer’s products out loud on social media.

A BRAND FOLLOWINGLIKE NO OTHER


Prominently featuring branded menus & collateral to capitalize on the brand’s benefits

PARTNERS SEE VALUEIN LEVERAGING THE BEYOND MEAT BRAND

THE BEYOND MEAT® LINEUP

Beyond Breakfast Sausage™ Beyond Sausage® - Brat Original, Sweet Italian, Hot Italian

Beyond Burger® Beyond Beef® Beyond Beef ® Crumbles - Plain, Beefy, Feisty, Italian Sausage

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A BURGER WITH TASTE SO RICH AND TEXTURE SO

MEATY, YOU WON’T BELIEVE IT’S MADE FROM

PLANTS.

• More protein than beef

• Less total & 35% less saturated fat than an 80/20 beef

burger

• Protein source: a blend of pea, brown rice and mung

bean

Confidential / For Beyond Meat® UseOnly

Ingredients: Water, Pea Protein, Expeller-Pressed Canola Oil,

Refined Coconut Oil, Rice Protein, Natural Flavors, Cocoa

Butter, Mung Bean Protein, Methylcellulose, Potato Starch, Apple

Extract, Pomegranate Extract, Salt, Potassium Chloride, Vinegar,

Lemon Juice Concentrate, Sunflower Lecithin, Beet Juice Extract

(for color).

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THE FREEDOM AND VERSATILITY TO TURN ANY RECIPE

INTO A MEATY PLANT-BASED MASTERPIECE.

• More protein than beef

• 35% less saturated fat than 4oz of (raw) 80/20 ground beef

• Protein source: a blend of pea, brown rice and mung bean


Ingredients: Water, Pea Protein Isolate, Expeller-Pressed Canola

Oil, Refined Coconut Oil, Rice Protein, Natural Flavors, Cocoa

Butter, Mung Bean Protein, Methylcellulose, Potato Starch, Apple

Extract, Salt, Potassium Chloride, Vinegar, Lemon Juice

Concentrate, Sunflower Lecithin, Pomegranate Fruit Powder, Beet

Juice Extract (for color).

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A BETTER BREAKFAST HAS ARRIVED. HEARTY

PATTIES THAT ARE DELICIOUSLY JUICY AND

PACKED WITH PROTEIN.

• More protein than pork

• 35% less saturated fat and sodium than a leading brand

of pork breakfast sausage

• Protein source: a blend of pea and brown rice



Refined Coconut Oil, Natural Flavors, Inactivated Yeast, Rice

Protein, Methylcellulose, Yeast Extract [niacin (Vitamin B3),

pyridoxine hydrochloride (Vitamin B6), thiamin hydrochloride

(Vitamin B1), riboflavin (Vitamin B2), folic acid (Vitamin B9),

cyanocobalamin (Vitamin B12)], Apple Extract, Salt, Pomegranate

Extract, Vinegar, Lemon Juice Concentrate, Sunflower Lecithin,

Beet Juice Extract (for color), Carrot.

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FROM GRILL TO GRIDDLE TO FRYING PAN, SAUSAGE

STUFFED WITH THE DELICIOUS FLAVOR AND

SATISFYING SIZZLE OF PORK.

• Equal protein to pork

• 18% less saturated fat than a leading brand of pork

sausage

• Protein source: a blend of pea and brown rice



Refined Coconut Oil, Calcium Alginate Casing, Natural Flavors,

Inactivated Yeast, Rice Protein, Chicory Root Fiber,

Methylcellulose, Spices, Salt, Apple Fiber, Vegetable Juice (for

color), Vinegar, Onion Powder, Lemon Juice Concentrate, Apple

Extract, Sunflower Lecithin.

FEED A MILLION+OVER 1 MILLION BEYOND BURGERS

Will be donated and distributed to food banks, frontline workers and organizations in need

over the next 30 days. Our goal has always been to use food as a vehicle for change, and

we’re fortunate to be in a position to put that into action new like never before.

THANK Y U

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