Thursday, August 9, 2012

New "Beyond Meat" Could Revolutionize Meat Substitute Marketing

Beyond Meat could change the "fake meat" market
Hunter Communications recommended reading from:

Link to article:
Fake Meat So Good It Will Freak You Out

The founders of a new company that has come close to perfecting "fake meat" in texture, mouth feel and flavor, want to revolutionize "meat" marketing.  Their new "Beyond Meat" product is so close to real that it can scare vegetarians into thinking there must have been some mistake and they are eating actual chicken strips, and will be sold in the meat department (instead of alongside tofu and other meat substitutes). And it's healthier and requires zero cruelty and less resources to produce.

Excerpt: "I’ve never tasted anything as realistic as Beyond Meat. The chicken strips look, feel, and taste closer to real meat than any other food I’ve ever eaten. They’re more tender and moist than Quorn and Gardein, they’re not packed with sodium (like many of Morningstar’s products), and unlike Field Roast, they don’t taste grainy or vegetal.

Beyond Meat is not perfect. Its faux chicken breaks apart in your mouth more easily than real chicken, so you won’t get strips of it stuck in your teeth. (In this way, I thought they resembled chicken breasts that have been prepared sous vide—the process of cooking food at low temperatures for a long time, yielding extremely tender results). But you only notice the slight differences if you’re looking for them. If you taste Beyond Meat’s chicken in a dish alongside regular chicken, there’s a good chance you’ll be fooled.

This year, after tasting them in a sandwich wrap, New York Times food writer Mark Bittman mistook the fake stuff for the real stuff. So, too, have many others in the company’s taste tests. And once you forget you’re eating something fake, you will too. Over several days of eating Beyond Meat in sandwiches, salads, and burritos, I forgot I was eating something that didn’t come from a living creature. I was just eating something tasty."

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