- Make plant based meats that are so close to the real thing, hardcore vegans may be put off by it.
- Create a product with better nutritional value – all the protein, none of the cholesterol
- Eventually be cheaper than regular meat
BM’s mission (from their website):
Our vision is to become the market leader in the development and introduction of new plant protein products. We are focused on perfectly replacing animal protein with plant protein where doing so creates nutritional value at lower cost.
So why are the Twitter founders interested in a meat substitute company? For starters, Biz Stone has been a vegan for 10 years. He’s on board with all the things that come with the vegan lifestyle, plus he’s on board with the way the company is approaching the multi-billion dollar meat industry.
“These guys are coming at the meat analogue industry not as a novelty kind of thing or hippy dippy,” says Stone.”They were coming at it from this big science, super practical, scalable angle. They were saying, ‘We want to get into the multi-billion-dollar meat industry with a plant-based meat.’” When it came time for Beyond Meat to raise a round of funding, the guys at Obvious jumped at the chance.
The company’s first product is a veggie chicken strip. Then they’re coming out with something called a beef crumble, which I’m not terribly excited about…
Are you bullish on Vegan Meat?