The fourth generation of Beyond Meat’s burger and beef recipes features avocado oil for the first time, a departure from its traditional coconut and canola oils, which reduces saturated by 60% and sodium by 20%, and creates a juicier texture when cooking, Zackai explained.
The new recipe increases protein content to 21g per serving, which 1 gram more than previous formulas and, according to the company, more protein than the standard beef blend of 80% lean ground beef and 20% fat. The new recipe also includes red lentil and faba bean protein, without sacrificing on taste and texture.
Can health certifications, industry awards help turn Beyond Meat's sales around?
Zackai cited a multi-year research effort with medical and nutrition experts to develop Beyond IV, including R&D to meet the standards for the American Diabetes Association’s Better Choices for Life program and the American Heart Association’s Heart-Check Recipe Certification program.
Beyond IV was also recognized as “the first plant-based meat product” to be Clean Label Project-certified, Zackai said, in addition to receiving the Good Housekeeping’s Nutritionist-Approved Emblem, which evaluates nutrition, taste, simplicity and transparency for food products.
Beyond Meat will launch marketing campaigns to educate consumers about the nutritional improvements and industry recognitions for the new recipe.
“We’re going to be focusing a lot on marketing this product in a way that resonates with the consumer and really helps them understand that not only is this a product they can feel good about from a health standpoint, but it’s an absolutely delicious product to feed themselves and their families,” Zackai emphasized.
Beyond IV will be positioned and priced as a premium product
While Beyond Meat did not provide price details, Zackai explained that since the company’s last earnings call, they “have been exploring a lot of different sides of pricing options,” and due to Beyond IV’s ingredient list, the product line will be presented as a “premium product that will be reflected in the price,” in retail stores where Beyond Burger and Beyond Beef are currently available.
While the burger and beef recipes are the first products in the Beyond IV platform, Zackai added that the company plans to make “similar changes in our other prices lines to continue to improve upon the taste and the health.”
The company will report its third quarter earnings tomorrow after the bell.
