Start-up ‘Beyond Meat’ wants to replace animal protein with plant protein to create nutritional value at a lower cost.
Beyond Meat is adding the perfect texture to fake chicken and its tastes so much like the real thing you wouldn’t even know the difference. The startup is backed by the Obvious Corporation, which just so happens to be founded by Twitter co-founders, Biz Stone and Evan Williams and former Twitter VP of Product, Jason Goldman. Venture capital firm, Kleiner Perkins Caufield Byers also have an invested interest in the startup. Beyond Meat’s investors were awestruck by their plant-based meat, which uses soy chicken product, but the company hopes to move beyond soy too.
Beyond Meat’s first product is Veggie Chicken Strips, which are available at Whole Foods in Northern California now and will it will be on shelves throughout the Western U.S. in the summer and fall. The product is the result of years of collaborative work by researchers at the University of Missouri and University of Maryland.
Stone speaks to Beyond Meat’s potential:
These guys are coming at the meat analogue industry not as a novelty kind of thing or hippy dippy. They were coming at it from this big science, super practical, scalable angle…We want to get into the multi-billion-dollar meat industry with a plant-based meat.
Does plant-based meat have the potential to replace ‘real’ meat?
Beyond Meat created a video for Fast Company about how the company uses a process similar to 3D printing to create the ‘fake’ meat: