![]() ![]() “I am really inspired by Beyond Meat’s mission and love that they are not only making plant-based eating delicious and accessible but are doing so in a way that benefits both people and the planet,” Kardashian said. On average, Beyond’s selection waste 99 percent less water, requires 93 percent less land, and reduces greenhouse gas emissions by 90 percent when compared to conventional beef production. The newsletter will offer exclusive insights from Kardashian while showcasing the sustainability of the company. Kardashian's first act as the Chief Taste Officer will be to provide her favorite Beyond Meat-related recipes, tricks, and tips for the company’s newsletter. ![]() “As my fans know, my fridge and freezer are fully stocked with Beyond Meat’s products and I’m so thrilled to be featured in the campaign as its Chief Taste Consultant to inspire people to include Beyond Meat in their diets.” “Plus, my kids are obsessed with my Beyond Beef taco recipe, the Beyond Burger for BBQs, and Beyond Chicken Tenders for a quick snack. “I’ve been focusing on going more plant-based and can tell you that Beyond Meat is my absolute favorite – I love how all their products not only taste amazing but are also good for me and my family,” Kardashian said. Kardashian – in true influencer fashion – will showcase her signature recipes with creative content that features all of Beyond’s plant-based meat products. Historically speaking, Beyond Meat’s addition of Kim as a consultant is actually cause for optimism.The “Go Beyond” campaign will enlist Kardashian as the company ambassador, helping advertise the versatility of the Beyond Meat product selection. While it’s impossible to predict the market and each situation is unique, historically speaking, celebrity endorsements, especially those tied long term to the brand, tend to work out. There are plenty more examples to explore and outliers in each direction. However, the Kardashian clan has produced multiple billionaires for a reason - they’re business savvy. Backed by an endorser of that stature, and a consumer base that continues to grow alongside the increase of health-conscious American consumers, Beyond Meat is in a good position. Nespresso saw sales increase by 30% the first year, and Nestle has been a safe investment for a while. In the past 5 years, Nestle has seen its stock rise nearly 40% (~$34/share). What if we look at the trajectory, and find an example of a shameless hire to course correct an entire company? Our best example is Nestle NSRGY and its company, Nespresso. Nespresso’s deal with Clooney is worth $40 million dollars and has continuously been renewed since 2006. One of Beyond Meat’s biggest competitors (Impossible Foods) has seen growth after a 2019 investment from another billionaire celebrity, Jay-Z. However, Impossible Foods is not yet publicly traded. LeBron has been in Jordan’s footprints in more ways than one, also serving as a McDonald’s spokesperson for a five-year period. However, LeBron ditched McDonald’s in 2015 to help grow Blaze Pizza. Blaze Pizza is not yet an IPO, but is set to become one this year. 2015 their growth has skyrocketed, and James’ initial investment near $1M recently turned into $40M by 2020. Since the announcement, BYND has experienced a rollercoaster of sorts. On May 24th (day of the announcement) BYND saw a high of $24.92 and a low of $22.30. At the time this piece was authored, the price was above $27. ![]() Is the notoriety of one person really enough to save a brand? In the following 48 hours after the announcement… the answer is seemingly, yes. What is well-known, however, is Kim Kardashian herself. Like it or not, the pop culture icon is in the news daily and has a massive following. Not only that, if you’ve seen any television in the past decade, you’ll know that she has an ultra-wealthy family and gang characters in her life as well. The pairing seems to have happened relatively organically, as Kim has advocated for meat alternatives and the Beyond Meat brand specifically in the past. On May 24th, 2022 it was announced that Reality Star, Real Life Elle Woods and Billionaire, Kim Kardashian would be Beyond Meat’s BYND Chief Taste Consultant. What that entails exactly is unknown. ![]()
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