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

About Beyond Meat

Beyond Meat, Inc., branded as Beyond, is a producer of plant-based meat alternatives founded in 2009 by Ethan Brown. The company's products were first launched in the United States in 2012. Beyond Meat's signature product is its plant-based beef 'Beyond Burger'. It also makes plant-based chicken and pork products. As of December 2024, the company's products were available at 27,000 retail outlets in the United States, 38,000 retail outlets internationally, 38,000 foodservice outlets in the United States, and 26,000 foodservice outlets internationally. The company's products are available in 65 countries worldwide. The company's largest customer is Dot Foods, accounting for 12% of revenue in 2024. The company's products do not contain GMOs, added hormones or antibiotics, or cholesterol and are certified Kosher and Halal. The primary ingredient in the company's products is pea protein, supplied by Roquette Frères.

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: The future of protein is plant-based Their mission: To create mass-market solutions that perfectly replace animal protein

What is Beyond Meat's slogan?

Beyond Meat's slogan is "Go Beyond". It carries their bold, progressive, healthy voice.

What is Beyond Meat's mission?

Beyond Meat's 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 how they communicate across the Food & Beverage sector.

What language style does Beyond Meat use?

Beyond Meat uses empowering language, with figurative messaging, in command-style sentences, using the imperative tense.

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