Its first product wasn't a burger. While the Beyond Burger is their most famous product, the company's very first offering, launched in 2012, was "Chicken-Free Strips," a plant-based alternative to chicken that was sold at Whole Foods., The technology has roots in academia. Beyond Meat's founder, Ethan Brown, licensed the core protein extrusion technology from two professors at the University of Missouri who had been working on it for decades, dating all the way back to the 1980s., It's a company of celebrity investors. The company attracted a long list of high-profile investors before its IPO, including Leonardo DiCaprio, Jessica Chastain, and even Snoop Dogg, which helped build its brand and public profile., Beyond Meat is sold in the "real" meat aisle. This was a deliberate and pioneering strategy. Instead of being placed in the freezer or vegetarian section, the Beyond Burger was one of the first plant-based burgers to be sold in the refrigerated meat case, putting it directly in front of the target consumer., A study backed by the company found big environmental benefits. A 2018 study from the University of Michigan, funded by Beyond Meat, found that producing a Beyond Burger used 99% less water, 93% less land, and generated 90% fewer greenhouse gas emissions than a traditional beef burger., They once had a controversial "Chief Taste Consultant." In 2022, Beyond Meat partnered with celebrity Kim Kardashian as their "Chief Taste Consultant." The move created a lot of controversy, with many questioning if she was the right fit for the brand since she wasn't a strict vegan.,

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