Beyond Meat CEO Battles Smear Campaign with a Health-Focused Rebrand

Ethan Brown, the CEO of Beyond Meat, recalls a challenging time when a targeted campaign nearly derailed his business. The plant-based meat pioneer, celebrated for revolutionizing veggie burgers, faced harsh criticism that questioned the health benefits of its products.

The campaign, led by the Center for Consumer Freedom, cast doubts on plant-based meats with ads asking, “What’s hiding in your plant-based meat?”

These efforts caused a significant dip in consumer confidence. According to Brown, “We felt it. All of a sudden, the dream…started to destabilize.”

A Mission to Improve Health Perception

Rather than directly countering the campaign, Brown chose a proactive approach—reformulating Beyond products to be “unassailable from a health perspective.”

Collaborating with experts like nutritionist Joy Bauer, the company restructured its offerings, reducing saturated fats by replacing coconut oil with heart-healthy avocado oil and cutting sodium.

The result is the fourth-generation Beyond Burger, which boasts 21 grams of protein per serving, sourced from peas, lentils, and fava beans. This revamped product has earned endorsements from organizations like the American Heart Association and the American Diabetes Association.

Looking Forward

Brown is calling for a collective effort among plant-based meat producers to prioritize transparency and health improvements. “Shine a light on your process…make whatever changes you need to make,” he urges.

Beyond Meat’s innovative rebranding aligns with Brown’s lifelong mission: creating delicious, sustainable, and healthy alternatives to traditional meat.

With a renewed focus on nutrition, Beyond Meat is poised to strengthen its role in the plant-based revolution. As Brown puts it, “Our process is clean and beautiful…that’s the kind of legacy we want to leave.”

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