Where’s the beef? Beyond Meat, Impossible Foods and the alternative meat industry

This case study follows the evolution of the plant-based meat alternatives industry, focusing specifically on the major competitors, Impossible Foods and Beyond Meat. It provides a good snapshot of the way in which the new industry has evolved, and how key industry forces have begun to shape the competitiveness and profitability of this nascent industry. It builds on an analysis of the industry to explore the fortunes of its rising stars and concludes with key questions about the potential future trajectory of Beyond Meat and Impossible Foods in the face of new competitors and defensive strategies deployed by established meat producers. The case sets up the backdrop for a spirited debate about the viability of the strategies of the established rivals versus the emerging new players amid unclear consumer trends and preferences.