Expanding Into New Categories
Beyond Meat sought to create a 100% plant-based burger that delivered a fresh burger that resembled “real beef patties” so closely that it would be merchandised and sold next to fresh refrigerated ground beef in the supermarket. Beyond Meat had committed to a small market test at Whole Foods, but they didn’t have a finished product.
With a tight timeline and product launch mandated, Mattson’s approach was two-fold. First, we took an early prototype developed by the Beyond Meat team and formulated a burger using their proprietary protein strands to create a burger that performed and tasted more like beef. Second, the burger was validated with consumers who prepared and dressed the patty like a regular ground beef burger. Consumers unanimously said the burger was close to tasting like real ground beef.
From product development to commercialization, from scale-up support to consumer testing—all within six months—a new-to-the-world, plant-based burger was created. In May 2016, the Beyond Burger launched in Whole Foods and sold out on its first day.
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