[elviswolcott]

From the article:

> Importantly it should be noted that 93% of Beyond Meat’s consumers are in actual fact meat–eaters, not vegetarian or vegans as popularly perceived.

From their website:

> We hope our plant-based meats allow you and your family to eat more, not less,of the traditional dishes you love, while feeling great about the health, sustainability, and animal welfare benefits of plant protein.

Doesn't sound like their value proposition is really built around vegetrains/vegans at all.

[fredophile]

I'd argue that it is built around aspiring vegetarians. If you're used to eating meat at almost every meal it can be intimidating to try to plan and prepare meatless meals. Beyond burgers and similar products provide something meat eaters understand and can easily incorporate into their diet to reduce meat consumption.

[shlant]

"Doesn't sound like their value proposition is really built around vegetrains/vegans at all"

you are right - it's not. They care about convincing people to eat less meat because that's where the greatest impact is. Veg's already don't eat meat - this is just a beneficial option that they can choose.