Beyond Meat is aiming to build loyal Generation Z customers before they even collect a paycheck, hoping that if their plant-based products resonate when a student is on a meal plan, it will still resonate when he’s buying his own groceries.
The Beyond Sausage, left, the Beyond Burger 2.0 and the Beyond Breakfast Sausage are displayed at Beyond Meat's headquarters in El Segundo.
“When you’re in college, you’re developing your brand preferences and buying habits,” said Adam Grant, head of the marketing agency Campus Commandos. Seeing these brands in the lunch line means they’re already familiar to students when they enter the real world — or, as Grant said: “That’s one more impression closer to them choosing you versus someone else.”Beyond Meat’s initial public offering made a splash.
They’re more than twice as likely to classify themselves as vegetarians, vegans or pescatarians than their Gen X or Boomer parents, according to a survey by Bloomberg News and Morning Consult. Even the less restrictive are cutting back: Last year, 26% said they’re trying to eat less animal protein — a larger share than millennials and the nationwide average , according to market research company Mintel.
Specialty foods such as meatless Impossible Burgers are bought the same way as standard items: through distributors. As with anything else on their menus, if the kids buying the meal plans weren’t picking up these new vegan products, the schools would stop serving them.
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