Beyond Meat Counters Meat Industry Attacks with Plant-Based Food

It"focuses on demystifying how Beyond Meat creates its plant-based proteins and celebrates the goodness in every step of the brand's ingredients, process, mission and products," a company spokesperson told Insider."Beyond Meat is taking back the narrative to showcase why the clean and simple steps in its process should be celebrated," they added.

The spot comes years after the Center for Consumer Freedom, a group founded by corporate lobbyist Rick Berman, started targeting Beyond and other plant-based meat makers, Fast Company reported. The Center has ties to the meat industry, according to Fast Company. In its own ads and messaging, the Center said that plant-based meat was"ultra-processed" and that the products posed health risks. Some prominent names in the food industry, such as Whole Foods co-founder and former CEOWhile Impossible Foods has been direct in countering claims that its products aren't healthy, the new ad represents Beyond's biggest attempt yet to do the same.

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