How Beyond Meat TRICKED Everyone (And Then CRASHED)

Plant-based meats were supposed to revolutionize food, offering a sustainable and healthier alternative to traditional meat. But after an explosive rise in the late 2000s, the industry is now facing a dramatic collapse. Once-celebrated brands like Beyond Meat and Impossible Foods are struggling, with falling sales, mounting lawsuits, and a complete shift in consumer sentiment.

What went wrong?

At its peak, Beyond Meat’s IPO was one of the most successful in decades, skyrocketing over 600% in value. Big names, from Bill Gates to celebrities like Kim Kardashian, endorsed the movement. Fast food chains and supermarkets rushed to stock plant-based alternatives. But today, Beyond Meat's stock has plummeted, consumer interest has waned, and the industry is in freefall.

One of the biggest problems? Ultra-processed food. Consumers once believed plant-based meat was the healthier choice, but a closer look at the ingredients tells a different story. Packed with artificial additives, preservatives, and highly processed oils, these products fall under the category of UPFs (ultra-processed foods), a classification linked to health concerns like obesity, heart disease, and metabolic disorders.

Then there’s the price factor. In a post-pandemic economy where people are cutting costs, alternative meat is often more expensive than real meat. In many cases, Beyond Meat or Impossible Burgers cost nearly double their animal-based counterparts.

Legal battles have only made things worse. Beyond Meat faced a class-action lawsuit from investors claiming they were misled, and Impossible Foods has been criticized over its use of genetically engineered "heme," a key ingredient that gives its burgers a meat-like flavor. Regulatory scrutiny and consumer distrust continue to grow.

Beyond the business struggles, the environmental promise of plant-based meat is also being questioned. Initially marketed as an eco-friendly alternative, studies now suggest that mass production of these highly processed foods may not be as sustainable as once thought.

At the heart of the problem is the simple fact that innovation needs to be better than the thing it replaces—and right now, plant-based meat isn’t delivering. While the concept of fake meat once seemed like the future, the reality has left consumers skeptical. Could a true breakthrough in food science save this industry, or is plant-based meat destined to be remembered as a failed food trend?

00:00 The Rise and Fall Overview
00:32 The Rise of Plant-Based Meat
1:09 Customers Were Skeptical
1:29 Plant Protein vs. Meat Protein
2:11 Plant Based is Highly Processed
4:13 Trends towards Whole Foods
4:34 The Class-Action Lawsuits Against Fake Meat
5:21 Negative PR Hits Plant Meat Harder
5:39 Beyond Meat Stock Market Crash
6:28 Fake Meat is Too Expensive
6:53 Beyond Meat's operations failure
7:24 Failure to Scale
8:00 Meat Substitute Company Failures
8:34 Beyond’s Poor Leadership
8:57 Why Beyond’s Stock Price Crashed
9:25 Plant Based is Not Environmentally Friendly
11:01 JRE Chris Kresser Plant Based Animal Deaths
11:33 Meat vs Cancer
12:37 Is There Any Hope for Fake Meat?