Business Wars ENCORE: Beyond Meat vs Impossible Burger | Break from the Herd | 4
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Jan 7, 2026 Beyond Meat and Impossible Burger face a tough transition as trends change. Controversial ads and rising debt have led to significant challenges for both brands. Internal shake-ups include leadership changes and workforce cuts, while consumer health debates dampen enthusiasm for plant-based options. Innovative strategies are afoot, like Beyond's health-focused reformulation and Impossible's bold rebranding effort to attract diverse eaters. Amid financial strife, the future of meatless meat hangs in the balance, prompting a fierce rivalry for survival.
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McPlant Test And Pullback
- Ethan Brown secretly bought McPlant burgers at a test McDonald's and found one location selling 70–80 a day.
- McDonald's later discontinued the U.S. McPlant test, telling Brown overall sales were disappointing.
Executive Bite Leads To Firing
- Beyond Meat executive Doug Ramsey was arrested after a violent altercation where he bit a passenger's nose.
- Beyond Meat suspended and then fired Ramsey amid broader layoffs and cost cuts.
Pat Brown's Ranch Leave
- Pat Brown took a leave from Impossible Foods to run a nonprofit ranching project and study carbon offsets.
- He planned to return in March 2023 while Impossible managed layoffs and leadership changes.