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Beyond Meat

Fake Meats, Finally, Taste Like Chicken

Beyond Meat

Ethan Brown, the founder of Beyond Meat, and colleagues served meatless tacos last month at the Natural Products Expo in Anaheim, Calif. Credit Ann Johansson for The New York Times 

Story by Stephanie Strom, New York Times

Last May, Whole Foods recalled two types of curried chicken salad that had been sold in some of its stores in the Northeast.

The retailer’s kitchens had accidentally confused a batch of “chick’n” salad made with a plant protein substitute with one made from real chicken, and reversed the labels.

Consumers buying the version labeled as having been made from actual chicken were instead eating vegetarian chicken salad — and thus inadvertently were exposed to soy and eggs, allergens that must be identified on labels under federal regulations.

“None of the customers apparently noticed the difference,” said Ethan Brown, founder and chief executive of Beyond Meat, which made the substitute in the product that was recalled.

The error demonstrates just how far “fake” meat — producers hate the term but have not come up with a catchy alternative to “plant-based protein” — has come from the days when desiccated and flavorless veggie burgers were virtually the only option for noncarnivores.

Demand for meat alternatives is growing, fueled by trends as varied as increased vegetarianism and concerns over the impact of industrial-scale animal husbandry on the environment. The trend has also attracted a host of unlikely investors, including Biz Stone and Evan Williams of Twitter, Bill Gates and, most recently, Li Ka-shing, the Hong Kong magnate.

“I’ve tasted a few,” Mr. Gates wrote in a multimedia piece on the Beyond Meat investment that was posted to his blog, “and they’re very convincing.”

Click to read the rest at the New York Times >>