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Beyond Meat had a successful IPO in 2019, reflecting optimism for plant-based meat.

Hopes were high for disrupting the meat industry, similar to plant-based beverages in dairy.

Sales stagnated due to high prices, unsatisfactory taste/texture, and concerns over ultra-processing.

The traditional meat industry pushed back against plant-based alternatives.

Beyond Meat is reformulating products, cutting costs, and highlighting health benefits.

The industry's future depends on improving taste, affordability, and health/sustainability messaging.

Despite challenges, global trends in income and protein consumption fuel optimism.

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1. What were the primary factors that contributed to Beyond Meat's successful IPO in 2019?

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1. What were the primary factors that contributed to Beyond Meat's successful IPO in 2019?

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2. Describe the initial target consumer of Beyond Meat and Impossible Foods.

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2. Describe the initial target consumer of Beyond Meat and Impossible Foods.

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3. How does the pricing of plant-based meat alternatives compare to traditional meat and plant-based milk alternatives? What impact has this had?

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3. How does the pricing of plant-based meat alternatives compare to traditional meat and plant-based milk alternatives? What impact has this had?

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4. What challenges did quick-service restaurants (QSRs) face when incorporating plant-based meat into their menus in the U.S.?

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4. What challenges did quick-service restaurants (QSRs) face when incorporating plant-based meat into their menus in the U.S.?

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5. How did the traditional meat industry respond to the rise of plant-based meat alternatives?

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5. How did the traditional meat industry respond to the rise of plant-based meat alternatives?

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6. What specific steps has Beyond Meat taken to address the criticisms and challenges it has faced?

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6. What specific steps has Beyond Meat taken to address the criticisms and challenges it has faced?

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Timeline of Events

1980s-1990s: Traditional veggie burgers, primarily appealing to vegans, are popular.

Around 2016: Emergence of "next-generation" plant-based meat alternatives, notably Beyond Meat and Impossible Foods.

5-8 Years Prior to Source (Approximately 2015-2018): Beyond Meat works to perfect its product through multiple iterations.

2019:Beyond Meat has a successful IPO, becoming the best-performing IPO of the year so far, stock up 163% on day one.

Total dollar sales of meat substitutes reach $1.3 billion, a 46% increase from 2019.

2019: Beyond Meat's Stock reaches a high of $239.

2020: The plant-based meat market reaches $1.3 billion in sales, a 46% increase from 2019.

2020-Present: The plant-based meat industry experiences declining sales for three straight years.

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Why Beyond Meat and the plant-based meat industry couldn't live up to the hype

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Role Play Scenarios Based on the CNBC Video on Beyond Meat

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Role Play Scenarios Based on the CNBC Video on Beyond Meat

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Role Play Scenarios Based on the CNBC Video on Beyond Meat - Role Play #1: Marketing Professional vs

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Role Play Scenarios Based on the CNBC Video on Beyond Meat

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Role Play Scenarios Based on the CNBC Video on Beyond Meat

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Beyond Meat had a very successful start when it began selling shares in 2019.

People were excited because they believed plant-based meat could change the meat industry, just like plant-based milk changed the dairy industry.

However, sales stopped growing because the products were expensive, some people didn’t like the taste or texture, and others worried that they were too processed. The company also faced resistance from the traditional meat industry.

To grow again, Beyond Meat is changing its products, trying to lower prices, and focusing on health benefits. The future of plant-based meat depends on making it taste better, more affordable, and clearly explaining its health and environmental benefits.

Even though there are problems now, many people still believe this industry will grow as more people around the world eat more protein.