'I'd rather eat a real burger': Why the plant-based sizzle fizzled out in the US
McDonald's earlier this year launched a plant-based burger "sizzling on a flat grill, then topped with sliced onions, tangy pickles, crispy shredded lettuce, sliced Roma tomato, ketchup, mustard, mayo and a slice of melted American cheese”. For a while, it looked like a glimpse into the future.
The US test of the McPlant burger was quietly discontinued last month (it's still available in some markets, including UK) in one of a series of setbacks from a meatless meat industry that only a year ago claimed it could change America's grand menu forever.
Getting meat eaters in the US to embrace plant-based alternatives has proven to be a challenge. Beyond Meat, which produces a variety of plant-based products including imitation ground beef, burgers, sausages, meatballs and jerky, had a tough 12 months as its stock fell by nearly 70%.
Several chains that have partnered with the company, including McDonald's, have quietly ended trial launches. In August, the company laid off 4% of its workforce after slowing sales growth. Its chief operating officer was reportedly arrested last week for biting another man in the nose during a road rage confrontation. " data-spacefinder-type="model.dotcomrendering.pageElements.ImageBlockElement" class="dcr-10khgmf">
It's a dramatic reversal of fortune. years, Beyond Meat, its competitor Impossible Foods, and the plant-based meat industry as a whole looked set to begin a food revolution.
After nearly a decade of development , Plant-based meat started to go mainstream in 2018. Grocery stores started selling ground beef and Beyond Me sausages at, as more and more restaurants offered plant-based meat on their menus. Burger King announced the launch of the Impossible Whopper, while other fast-food chains launched similar launches, such as a plant-based breakfast sausage sandwich at Dunkin' and a pepperoni pizza meatless at Pizza Hut.
For a while, Wall Street went vegetarian. In 2019, Beyond Meat was valued at more than $10bn (£8.9bn), more than Macy's or Xerox. The most optimistic investors thought that plant-based meat would account for 15%...
McDonald's earlier this year launched a plant-based burger "sizzling on a flat grill, then topped with sliced onions, tangy pickles, crispy shredded lettuce, sliced Roma tomato, ketchup, mustard, mayo and a slice of melted American cheese”. For a while, it looked like a glimpse into the future.
The US test of the McPlant burger was quietly discontinued last month (it's still available in some markets, including UK) in one of a series of setbacks from a meatless meat industry that only a year ago claimed it could change America's grand menu forever.
Getting meat eaters in the US to embrace plant-based alternatives has proven to be a challenge. Beyond Meat, which produces a variety of plant-based products including imitation ground beef, burgers, sausages, meatballs and jerky, had a tough 12 months as its stock fell by nearly 70%.
Several chains that have partnered with the company, including McDonald's, have quietly ended trial launches. In August, the company laid off 4% of its workforce after slowing sales growth. Its chief operating officer was reportedly arrested last week for biting another man in the nose during a road rage confrontation. " data-spacefinder-type="model.dotcomrendering.pageElements.ImageBlockElement" class="dcr-10khgmf">
It's a dramatic reversal of fortune. years, Beyond Meat, its competitor Impossible Foods, and the plant-based meat industry as a whole looked set to begin a food revolution.
After nearly a decade of development , Plant-based meat started to go mainstream in 2018. Grocery stores started selling ground beef and Beyond Me sausages at, as more and more restaurants offered plant-based meat on their menus. Burger King announced the launch of the Impossible Whopper, while other fast-food chains launched similar launches, such as a plant-based breakfast sausage sandwich at Dunkin' and a pepperoni pizza meatless at Pizza Hut.
For a while, Wall Street went vegetarian. In 2019, Beyond Meat was valued at more than $10bn (£8.9bn), more than Macy's or Xerox. The most optimistic investors thought that plant-based meat would account for 15%...
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