Beyond Meat Bets on Chicken Again

Beyond Meat is returning to its roots by launching a reimagined and improved unbreaded plant-based chicken product called Beyond Chicken Pieces at over 1,900 Kroger locations. The company's reentry into the plant-based meat industry comes at a time when the sector is facing challenges, with declining sales and investor skepticism.

In partnership with the National Basketball Players Association, Beyond Meat also unveiled a digital cookbook featuring recipes from NBA stars, further expanding its reach beyond the grocery aisle. The launch of Beyond Chicken Pieces, with its health-focused formula and athlete-backed marketing, aims to differentiate the product in a crowded market and serve as a litmus test for the future of the plant-based meat category. Beyond Meat is focusing on simplification and health to win back lapsed consumers and drive growth in the evolving landscape of plant-based alternatives.