Professional athletes such as Eric Bledsoe, April Ross, and Maggie Vessey are just a few of the featured stars in a new advertising campaign launched by Beyond Meat. According to the testimonials, the company’s faux-meat products are partially responsible for Ross’ 53 miles-per-hour tennis serve, Bledsoe’s dunking ability (he stands 6’1’’), and Olympic runner Vessey’s record times. Recently, New York Times columnist Nicholas Kristof examined the evolution of meat alternatives and theorized that plant-based proteins are the food of the future. The meatless meat industry is a $553 million market, and this new ad campaign proves that vegan products are making a large enough cultural impact to attract celebrity and athlete endorsements, a practice commonly used by influential industries to promote multi-national brands.
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