KimKardashian is the new star of Beyond Meat.
The company's first chief taste consultant will be featured in a new campaign tout her recipes for using Beyond Meat and other creative content.
Kim is Beyond Meat's new chief taste consultant. The image is called Beyond Meat.
Beyond Meat is my absolute favorite plant-based company and I love how all their products are good for me and my family.
The news sent the company's shares up as much as 7% Tuesday to $26.56, but then they went back down to $22.94 per share. According to recent earnings reports, the company is trying to reverse some of its slowdown in growth. The company gains a powerful ally who is familiar with working with billion-dollar brands and gaining exposure.
A Beyond Meat spokesman said via email that it made sense to create a consultant role after seeing a fan of the brand over the past few years.
Kim will highlight the brand's delicious and authentic connection to her.
The food tech industry is seeing a bit of a slowdown as the company's growth struggle comes as a result. The number of venture deals and dollars invested were down from the first quarter of the year.
There are going to be short-term fluctuations, but we believe the underlying fundamentals that have driven growth in the category will get the momentum back.
Kevin Hart and Shay Mitchell are two of the celebrities who are promoting the plant-based meat company.
There are other people who have taken on a role like this. The chief taste officer of BABE was Emily Ratajkowski, who has a clothing line. Jake Gyllenhaal and Serena Williams are part of a new campaign for Just Egg, which is a healthier egg brand.
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