Beyond Meat Tone of Voice — Bold & Progressive
Tagline: "Go Beyond"
Industry: Plant-Based Food
Sector: Food & Beverage
How Beyond Meat Communicates
Beyond Meat communicates with a bold, progressive and healthy voice using empowering language. Their sentences are primarily commands in the imperative tense. Their messaging is figurative. Their tagline, "Go Beyond", captures this voice. The central tension in Beyond Meat's communication is mainstream vs. alternative, which shapes every message they craft. Their mission is to create mass-market solutions that perfectly replace animal protein.
Tone Words
Beyond Meat's brand voice is defined by the following tone words: Bold, Progressive, Healthy.
Communication Style
- Language Style: Empowering
- Sentence Type: Command
- Tense: Imperative
- Expression: Figurative
Beyond Meat Brand Story
Beyond Meat pioneered the plant-based meat revolution and became the first alternative protein company to go public. Founded in 2009 by Ethan Brown, the company counts Bill Gates and Leonardo DiCaprio among its early backers. Beyond's products are designed to look, cook, and satisfy like traditional meat, using pea protein, beet juice for color, and coconut oil for marbling. The Beyond Burger became a cultural phenomenon, available in over 190,000 retail and foodservice outlets in 80+ countries. Through partnerships with McDonald's, KFC, and Taco Bell, Beyond Meat has brought plant-based options to the masses.
Brand Message
The future of protein is plant-based
Brand Mission
To create mass-market solutions that perfectly replace animal protein
Brand Positioning
Core Concept: Beyond Animal Protein
Central Tension: Mainstream vs. Alternative
Frequently Asked Questions About Beyond Meat
What is Beyond Meat's tone of voice?
Beyond Meat uses a bold, progressive, healthy tone of voice. Their communication is empowering, typically using command-style sentences in the imperative tense. Their tagline "Go Beyond" exemplifies this voice.
How does Beyond Meat communicate with customers?
Beyond Meat pioneered the plant-based meat revolution and became the first alternative protein company to go public. Founded in 2009 by Ethan Brown, the company counts Bill Gates and Leonardo DiCaprio among its early backers. Beyond's products are designed to look, cook, and satisfy like traditional meat, using pea protein, beet juice for color, and coconut oil for marbling. The Beyond Burger became a cultural phenomenon, available in over 190,000 retail and foodservice outlets in 80+ countries. Through partnerships with McDonald's, KFC, and Taco Bell, Beyond Meat has brought plant-based options to the masses.
What is Beyond Meat's brand message?
Beyond Meat's core message is about The future of protein is plant-based. Their concept "Beyond Animal Protein" drives their mission: To create mass-market solutions that perfectly replace animal protein.
What makes Beyond Meat's brand voice unique?
Beyond Meat stands out through their bold, progressive, healthy communication style. Their central brand tension — "Mainstream vs. Alternative" — shapes every message they craft in the Food & Beverage sector.
What language style does Beyond Meat use?
Beyond Meat uses empowering language with figurative messaging. Their sentences are typically command in structure, using the imperative tense.