Kim Kardashian Promotes Beyond Meat as New Chief Taste Consultant

Beyond Meat Inc. enlisted celebrity and influencer Kim Kardashian as its “Chief Flavor Advisor,” giving the plant-based burger maker a powerful ally to enhance its performance.

ardashian, who often posts photos of her well-stocked fridge on social media, said she will be sharing her favorite Beyond Meat products in the company’s newsletter. In a post on Instagram, she said she was inspired by the company’s mission. In a statement to Beyond Meat, she said her products benefit “both people and the planet.”

She will be featured in a new Beyond Meat ad campaign. The company cited her “impeccable taste in food, fashion, beauty and more.”

Kardashian’s stake could help the embattled meat alternative maker, which is struggling to sustain its earlier pace of growth amid increased competition and questions about product appeal and health. Beyond Meat’s stock has plummeted about 80% over the past 12 months and is currently below the price it priced in when the company went public in 2019.

Shares of Beyond Meat are down 5.3% as of 10:26 am in New York trading, reversing an earlier gain.

In Kardashian, the company has a valuable ally who, along with her family members, has interests in several billion-dollar consumer brands. The valuation of her lingerie label Skims rose to $3.2 billion earlier this year. Their support can single-handedly make a product successful, with their influence reaching deep into the apparel and cosmetics industries.

Your ability to raise the profile of a company will be welcomed by Beyond Meat as it works to tame a costly production process for its new jerky product and dwindling consumer curiosity about its products. In its most recent gains, Beyond Meat said its backpacks boosted sales at retailers – but sales of other products fell.

Kardashian joins Beyond Meat ambassadors like Kevin Hart, Shay Mitchell, Snoop Dogg and Liza Koshy.

Bloomberg