Driven by a Founder who Propelled by great taste and Meating the skyrocketing demand

recognized the fastest way to developed over 10 years at the for plant-based meats:
making a difference in the world is University of Missouri- 70% of meat eaters are
through the dinner plate. the world’s best scientists, substituting a non-meat protein in a
engineers, food technologists, and meal at least once a week.*
chefs continue to innovate at the
company’s new state-of-the-art
innovation center.
Backed by investors that see us as world-changers, not just another food company. These
are the guys who founded Microsoft and Twitter, and backed Google, Amazon, AOL, etc.
 WHY BUILD MEAT DIRECTLY FROM PLANTS?

Removing the animal from the protein production chain simultaneously and powerfully
addresses four major problems attributable to livestock.

PLANT-
BASED
MEATS

16% 51% 80% 66 Billion

Increased Cancer Of Global Greenhouse Of all agricultural land Land Animals
ANIMAL- Risk1 Gas Emissions Driven is used for livestock, Slaughtered Every
BASED 21%
By Livestock Rearing including grazing land Year For Food4
And Processing2 and cropland
MEATS Increased Heart dedicated to the
Disease Risk1 product of feed. 3

1,900
Gallons
Of water to produce
1lb of beef. 3
1. “Risks associated with processed meats.” Archives of Internal Medicine.
2. “Livestock & Climate Change.” Goodland &: Anhang, 2009, Worldwatch.org.
3. FAO.org. 4. “Livestock and Climate Change.” International Livestock Research Institute, 2011.
04
HOW WE BUILD MEAT FROM PLANTS A PARADIGM
SHIFT IN HOW WE DEFINE MEAT: COMPOSITION VS.
ORIGIN

Our scientists and engineers have uncovered the blueprint of animal-based meat and
work to rebuild this structure directly from plant-based sources- beginning with meat’s
composition versus its animal origin.

PHYSICAL STRUCTURE PLANT-BASED INPUTS

OF MEAT (PROTEIN, LIPIDS, SENSORY
(PROTEIN, LIPIDS, MINERALS, WATER) EXPERIENCE
MINERALS, WATER)

Sound Color

Taste Texture

Aroma

05
 • 70% of meat eaters are substituting a non-meat protein in a meal at least once a
week and 22% say they are doing it more often than a year ago”1

• 36% of total U.S. consumers use meat alternatives2

• 26% of Americans say they opt for plant-based meals while dining at restaurants3

93% of Beyond Burger Purchasers at Conventional Retail Are Meat

Buyers4

• Beyond Meat is the 1st and only plant-based brand shelved with
meat
• The Beyond Burger is now the #1 selling patty (by unit) in the
meat case at a major Southern California chain.

1. Meatingplace Cover Story March 2016 2. Food Navigator, 2015 3. Mintel 2017 Protein Report
4. Shopper Card Data from a Leading U.S. Retailer
 Consumers do not like
the taste of meat
alternatives currently
available in the market.

Picture taken in preparation during

hurricane Katrina 2005

Source: Mintel 2018

HEALTH IS THE MOST SIGNIFICANT FACTOR DRIVING
INTEREST IN PLANT-BASED MEAT

● NO CHOLESTEROL

● HALF THE
SATURATED FAT OF
80/20 BEEF BURGER

Source:. GlobalData 2016 Q4 global consumer survey

9
CONFIDENTIAL
 PLANT-BASED MEAT SEEN AS HEALTHIER AND
WORTH THE PREMIUM

66% of consumers believe plant- 74% agree with the statement, “Is it
based meats are healthier than worth it for me to pay more for products
animal-based meat. I think are good for my health.”

Source: Mintel 2017 Protein Alternatives Report 10

CONFIDENTIAL
WHEN CHOOSING PLANT-BASED PROTEIN, BRAND
PLAYS A SIGNIFICANT ROLE AMONG YOUNG
CONSUMERS

47%
of 18-36 year-olds agree that
brand name is important when
buying plant-based foods.

41%
of 35-44 year-olds agree that
brand name is important when
buying plant-based foods.

Source: Mintel 2018 Plant-Based Protein Report 11

CONFIDENTIAL
 Taste is the primary barrier to plant-based adoption. After great
taste, protein and clean ingredients are the top secondary
desired product attributes.

65% consider taste to be a

primary benefit of
meat

44% failed to limit their

meat consumption
due to taste

Source: Mintel 2017 Protein Alternatives Report

•

•
•

•
•
•
•
A Product Experience Unlike Anything Else

Uncooked Cooking Cooked

Conducted by Third party, U. Michigan’s Center for Sustainable Studies, a leader in independent,
peer-reviewed LCA analyses
 BEYOND MEAT APPEALS TO A BROAD RANGE OF
CONSUMERS

Broad Demographic and Appeal: Consumers Who Seek Healthier Lifestyles and Superior Taste and Nutrition From Their Food

GEN Z & MILLENNIALS FAMILIES HEALTH-CONSCIOUS CONSUMERS

(spans generations)

 Largest generations in U.S. history  Led by Mom-CEOs seeking  Increasingly seek better-for-you
convenient options that can options, with simpler and cleaner
 $1.7tn in annual spending1 satisfy the entire table ingredients, from brands they trust
 Seek companies that are authentic  Includes GenX moms (35 – 44),  Includes Baby Boomers,
and transparent and growing population of motivated by health events to
Millennial moms (25 – 34)
 Inclined to share online their make improvements in their diet
experiences with products like The  Family-member requests are key
 Driven less by discounts
Beyond Burger driver of food purchase decision

1Bureau of Labor Statistics, Consumer Expenditure Survey, 2017.

15
CONFIDENTIAL
Beyond Meat Brand Promise & Positioning

Positioning Statement: Our promise to Conflicted Carnivores seeking

center-of-plate solutions is that Beyond Meat enables you and your
family to EAT WHAT YOU LOVE, because our products Taste like meat
while offering the Vitality benefits of plant-based protein.

• Point-of-Difference: Beyond Meat delivers MEATY TASTE, plus the

VITALITY that comes with plant-based protein.

• Core Target: Conflicted Carnivores who are reducing meat and looking to
nourish themselves (and often their families) with better protein options.

*Note: Because the plant-based category is so dynamic--and Beyond Meat is dramatically

shaping it--we have not done a segmentation study. We do, however, have good reasons
to believe our consumer appeal includes a broad range of demographic groups and meal
occasions.

CONFIDENTIAL
• Beyond Meat has 1.5 MM+ highly engaged fans across Social & Owned media.
• Our consumers and our customers love our products out loud on social media.

390K 766K 86K 361K 667K UVM

Prominently Featuring Branded Menus & Collateral to Capitalize on the Brand’s ‘Halo’
Benefits
 “Same-store sales, a key indicator for the
retail industry, grew nearly 10 per cent in
BEYOND MEAT BURGER AND FOCUS ON 2018.”
INGREDIENTS HELPS BOOST A&W RESULTS
Senecal said the growth, which was achieved
across the country, was due to the company’s
strategy to focus on innovation and quality
ingredients. Bringing the Beyond Meat
burger to the chain’s menu was part of that
process, she said.

“Anecdotally, we heard that some guests who

hadn’t been to A&W for a while were
attracted by the idea of the Beyond Meat
burger, and as well as some of our regular
guests who just decided that they wanted to
try it… so they came and gave it one more
visit,” she said.”
 TO DATE, MORE THAN 4.4 MILLION BEYOND
FAMOUS STARS HAVE BEEN SOLD AT CARL’S
JR. RESTAURANTS

CARL’S JR ANNOUNCES FREE Carl’s Jr. Restaurants most successful

BEYOND FAMOUS STAR burger launch over the last 2 years.
BURGERS FOR ALL
Carl’s Jr. and Beyond Meat partnered to
be among the first to bring the world this
major innovation in quick service – a
protein-packed, charbroiled version of
Carl’s Jr.’s legendary Famous Star
burger featuring plant-based protein.

“We evaluated many options when

looking at this space and have been
thrilled about our decision to work with
Beyond Meat as they are the market
leaders in the category,” said Patty
Trevino, Senior Vice President of
Marketing, Carl’s Jr.

21
Strengthening Our Better-For-You Positioning
with Aspirational Go Beyond™ Campaign
Kyrie Irving, Hero Spot Kyrie Irving, 0:30 for Paid Media

Pre-Roll Video Integration & Social / Digital Ads

23
 Go Beyond™ – This Generation’s Got Milk? ®

Chris Paul: “I now have a Beyond Burger after every game to aid with recovery times and inflammation–it’s a game
changer, literally.”

Kyrie Irving: “After playing the amount of games, doing the amount of recovery, working out as much as I do, it
demands a very specific diet. Beyond Meat only helps me better perform as an athlete.”

DeAndre Hopkins: “It honestly changed my life. It changed my body and my performance. These have been the best
seasons I’ve ever had. I would say my performance on the field was a direct result of what I did off the field, how I
treated my body and what I put in my body – which was primarily Beyond Meat.”

24
BACKED BY ATHLETES, CELEBRITIES, & OTHER
CULTURAL TRENDSETTERS

Jessica Kevin Lindsey Liza Leonardo Michael B

Chastain Hart Vonn Koshy DiCaprio Jordan

Kevin Hart (136M) Liza Koshy (40M) Shaq (27.6M)

Leonardo DiCaprio (69M) Chris Paul (21.6M) Jordana Brewster (10.3M)
Kyrie Irving (20M) Snoop Dogg (86.5M) Shaun White (5.3M)
Lewis Hamilton (22M) Michael B. Jordan (13.7M) Jessica Chastain (4M)
Lindsey Vonn (4.2M) Common (11M) Deandre Jordan (4.6M)
Harrison Barnes (2.5M) Deandre Hopkins (1.4M) Michael Strahan (3.1M)
Victor Oladipo (2M) Malcolm Jenkins (850K) Javale McGee (1.9M)
Alex Honnold (2.2M) JJ Redick (257K) Tony Gonzalez (700K)
Nicole Williams (2M) Derrick Morgan (38K) Thomas Middleditch (314K)
.

Tia Blanco (930K) Charity Morgan (30K) Diana Taurasi (230K)

25
THANK Y U