Beyond Meat has some new star energy behind its plant-based meat model in Kim Kardashian.
The entrepreneur and influencer extraordinaire got here on as the corporate’s first “chief style advisor” and shall be featured in a brand new marketing campaign touting her recipes for utilizing Past Meat and different inventive content material.
Kim Kardashian is Past Meat’s new chief style advisor. Picture Credit: Past Meat
“I’ve been specializing in going extra plant-based and may let you know that Past Meat is my absolute favourite — I like how all their merchandise not solely style wonderful however are additionally good for me and my household,” Kardashian said in a statement. “As my followers know, my fridge and freezer are absolutely stocked with Past Meat’s merchandise and I’m so thrilled to be featured within the marketing campaign as its chief style advisor to encourage folks to incorporate Past Meat of their diets.”
Bloomberg reported that information of this despatched the corporate’s shares up as a lot as 7% Tuesday to $26.56 earlier than going again down to shut for the day at $22.94 per share. It is usually trying to be a means to assist the corporate reverse a few of its slowdown in development, based on current earnings experiences. In Kardashian, the corporate additionally features a robust ally who’s accustomed to working with billion-dollar manufacturers and gaining publicity.
A Past Meat spokesperson mentioned through e-mail that after seeing Kardashian as a model fan over the previous few years, it made sense to create the advisor function.
“We love her genuine and real connection to the model,” the spokesperson mentioned. “As an icon synonymous with impeccable style in meals, trend, magnificence and extra, Kim will spotlight the model’s scrumptious, nutritious and sustainable product portfolio along with her signature recipes and fascinating inventive content material.”
The corporate’s development battle comes because the meals tech business itself is seeing a little bit of a slowdown. PitchBook’s first quarter “Foodtech Report” famous that each the variety of enterprise offers (359) and {dollars} invested ($6.9 billion) have been down from the primary quarter of 2021.
Chatting with that slowdown and the way it will get the momentum again, the Past Meat spokesperson mentioned, “As with every comparatively nascent business and class disruptor, there are going to be short-term fluctuations, however we imagine the underlying fundamentals which have pushed development within the class over the past couple of years are nonetheless in place.”
Kardashian is only one amongst a staff of celebrities touting the plant-based meat firm, which incorporates Kevin Hart, Shay Mitchell and Snoop Dogg.
Kardashian shouldn’t be the primary to tackle a task like this. In 2019, mannequin Emily Ratajkowski, who has a clothes line, was named “chief taste officer” of BABE, a glowing canned wine model. And at the moment, Just Egg announced that both Jake Gyllenhaal and Serena Williams invested within the more healthy egg model and are a part of a brand new marketing campaign.
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