Impossible Foods is putting the ultimate sufficating price squeeze on Beyond Meat Category consumers simply don’t value the “premium” ingredients that Beyond has been aggressively converting over to. Q3 2024 results on Nov 6 will almost certainly show that. Not only is Impossible Foods putting the squeeze on Beyond, but is aggressively leaning into Morningstar Farms territory with new innovation, where Kellogg/Kellanova failed in its (way too late) plans to spin off the brand. ?? Publix Super Markets
Antonio Marangone
3 个月
you know that those are promotions prices? Please read “save” and compare the two standard prices…
Fractional VP Sales and Strategic Advisor for Natural CPG Brands, / Owner - JFC Market Management / Substack: The Natural Foods Geezer, Board Member - Folk Alliance Region Midwest (FARM), Performing Songwriter, Guitarist
3 个月Oddly perhaps, my wife and I are among those who do value the ingredients upgrade at Beyond and the fact they are not soy-based which we both have issues with (digestively). So my hope is that Beyond is focusing on margin growth, customer retention and excellent QC to develop a smaller but perhaps fiercely loyal customer base. Heavy users are the heart of the category and price only drives trial but not retention / loyalty. I see Impossible for half the price of Beyond all the time, but it’s mediocre product. It’s likely the future of the category lies in heavy, frequent users who are not price sensitive, but as always, I could be wrong. And retailers will happily take one $10 item through the register at full margin than two $5 items at promo margin any day of the week.