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Beyond Meat’s Delayed Chicken Launch Raises Growth Questions

The alt-meat darling continues to over-promise and under-deliver, though defenders still back CEO Ethan Brown’s vision 

Beyond Meat’s new chicken tenders.

Beyond Meat’s new chicken tenders.

Source: Beyond Meat Inc.
Updated on

This was supposed to be the year of the fake chicken.

The alt-meat wars began in earnest in 2016, when Impossible Foods Inc.’s burger landed in Momofuku Nishi in New York City and Beyond Meat Inc.’s burger hit dozens of Whole Foods meat departments a few months later. Impossible beat Beyond to a national fast-food launch, but Beyond beat Impossible to supermarket domination. As the two were battling it out, established manufacturers as well as a handful of new entrants jumped into the race—and beat both front runners to vegan chicken.