Living, News & Events

Kim Kardashian is Beyond Meat’s first Chief Taste Consultant

In a move that goes beyond good taste.

words by: Sahar Khraibani
Jun 11, 2022

Kim Kardashian has joined Beyond Meat Inc. as its “chief taste consultant,” giving the plant-based burger company a prominent ally as it strives to improve its standing in the market, especially among young people.


Kim Kardashian is known for posting photos of the content of her fridge to her follower base on social media. In an Instagram post she shared: “I’m so inspired by @beyondmeat‘s mission and excited to share their delicious plant-based products with all of you as their Chief Taste Consultant.”


Kardashian’s large social media presence, which includes more than 300 million Instagram followers alone, helps Beyond Meat stand out from competitors in the increasingly competitive alternative meat market.


On a dedicated page of their website, Kardashian is quoted: “I believe so much in the mission of Beyond that I’ve stepped in to help with my greatest asset – my taste.”


Kardashian’s interest and engagement with this campaign could aid the alternative meat company, which has struggled to sustain its early growth rate due to increased competition and concerns about the products’ appeal and health benefits. Beyond Meat’s stock dropped by roughly 80% in the last year, and it is now trading at a lower rate than what it was valued at in the company’s initial public offering in 2019.


Having Kim Kardashian as a partner will surely influence the brand’s performance on the market. Not only is Kim Kardashian a tastemaker, but she is also a figure of healthy lifestyle for many who follow her. Her endorsement may make a product successful on its own, and her impact extends far beyond the fashion and cosmetics industries.


Beyond Meat, which is trying hard to manage a pricey production method for its new jerky product meanwhile battling with decreasing consumer excitement about its products, may benefit from Kardashian’s ability to enhance a company’s visibility. Beyond Meat’s most recent earnings report stated that its jerky sales increased at retailers, but that sales of other items decreased.


Kardashian is not the only celebrity who has endorsed Beyond Meat. In fact, she is joining a big list of important brand ambassadors such as Snoop Dogg, Kevin Hart, Liza Koshy, and Shay Mitchell. This is great news for the environment, based on what we know so far, the more people turning to meat alternatives, the better.


You can enter your email address here to get an exclusive offer for Beyond Meat on behalf of Kim, and to know all about the exclusive details and promos this partnership will bring.


In other plant-based news, learn more about the vegan COVID vaccine, and if plant-based makeup is the way of the future.


Photo via Beyond Meat