{"id":124206,"date":"2025-08-01T16:48:48","date_gmt":"2025-08-01T14:48:48","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=124206"},"modified":"2025-08-05T16:13:57","modified_gmt":"2025-08-05T14:13:57","slug":"pourquoi-beyond-meat-supprime-le-mot-viande-de-son-nom","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/pourquoi-beyond-meat-supprime-le-mot-viande-de-son-nom\/","title":{"rendered":"Pourquoi Beyond Meat supprime le mot \u00ab\u00a0viande\u00a0\u00bb de son nom"},"content":{"rendered":"\n

Beyond Meat<\/strong> fait ses adieux au mot \u00ab\u00a0Meat\u00a0\u00bb dans son nom de marque et s’appelle d\u00e9sormais simplement \u00ab\u00a0Beyond\u00a0\u00bb. L’entreprise am\u00e9ricaine souhaite se profiler plus clairement comme un producteur de prot\u00e9ines v\u00e9g\u00e9tales, et non d’imitations de viande.<\/p>\n\n\n\n

Focus sur les prot\u00e9ines v\u00e9g\u00e9tales<\/h2>\n\n\n\n

\u00ab\u00a0Ce dans quoi nous excellons, c’est dans la production de prot\u00e9ines\u00a0\u00bb, d\u00e9clare le fondateur et PDG Ethan Brown dans une interview avec Fast Company. Il souhaite positionner sa marque comme producteur de prot\u00e9ines v\u00e9g\u00e9tales, plut\u00f4t que de d\u00e9velopper uniquement des produits qui imitent les variantes animales : \u00ab\u00a0Pourquoi ne pas simplement regarder la quantit\u00e9 de prot\u00e9ines que vous consommez chaque jour, et essayer de remplacer autant que possible par des options v\u00e9g\u00e9tales<\/a>, sous n’importe quelle forme ?\u00a0\u00bb<\/p>\n\n\n\n

Beyond d\u00e9place donc progressivement l’accent de l’imitation de la viande vers la promotion des prot\u00e9ines v\u00e9g\u00e9tales dans leur forme la plus pure. Une illustration frappante est le nouveau produit Beyond Ground,\u00a0<\/em>qui ne contient que quatre ingr\u00e9dients : f\u00e8ves des marais, fibre de psyllium, amidon de pomme de terre et eau. Le produit fournit 27 grammes de prot\u00e9ines par portion de 140 calories, sans graisse, cholest\u00e9rol ou huiles ajout\u00e9es. D’ailleurs, l’offre actuelle, y compris les c\u00e9l\u00e8bres burgers et saucisses v\u00e9g\u00e9tales, reste disponible sur le march\u00e9.<\/p>\n\n\n\n

Tendance prot\u00e9ique<\/h2>\n\n\n\n

Brown souhaite se pr\u00e9munir contre les critiques des substituts de viande traditionnels, qui contiendraient trop d’ingr\u00e9dients et seraient \u00ab\u00a0ultra-transform\u00e9s\u00a0\u00bb. Il qualifie cela d’attaque d\u00e9lib\u00e9r\u00e9e de l’industrie de la viande pour discr\u00e9diter les alternatives v\u00e9g\u00e9tales. Beyond veut devenir plus transparent et expliquer aux consommateurs comment elle d\u00e9veloppe des produits enti\u00e8rement v\u00e9g\u00e9taux. L’entreprise va exp\u00e9rimenter de nouveaux types de produits, tels que des saucisses de lentilles, des hot-dogs de pois chiches ou des smoothies \u00e0 base de prot\u00e9ines v\u00e9g\u00e9tales. Ainsi, Beyond peut r\u00e9pondre \u00e0 la demande croissante de produits riches en prot\u00e9ines.<\/p>\n\n\n\n

Depuis son introduction en bourse en 2019, Beyond Meat n’a pas r\u00e9ussi \u00e0 g\u00e9n\u00e9rer de b\u00e9n\u00e9fices ; l’entreprise a perdu plus de 50 % de sa valeur boursi\u00e8re l’ann\u00e9e derni\u00e8re. Pourtant, le PDG reste d\u00e9termin\u00e9 : \u00ab\u00a0Nous observons une courbe de croissance raide qui va dans la bonne direction, c’est pourquoi nous avons confiance que la rentabilit\u00e9 est en vue. Quand cela se produira exactement, je ne peux pas le pr\u00e9dire, mais nous y travaillons.\u00a0\u00bb Il s’appuie sur des signaux encourageants : une croissance \u00e0 deux chiffres dans le canal de la restauration internationale et une l\u00e9g\u00e8re augmentation du chiffre d’affaires dans le secteur de la vente au d\u00e9tail.<\/p>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Beyond Meat fait ses adieux au mot \u00ab\u00a0Meat\u00a0\u00bb dans son nom de marque et s’appelle d\u00e9sormais simplement \u00ab\u00a0Beyond\u00a0\u00bb. L’entreprise am\u00e9ricaine souhaite se profiler plus clairement comme un producteur de prot\u00e9ines v\u00e9g\u00e9tales, et non d’imitations de viande.<\/p>\n","protected":false},"author":3,"featured_media":124207,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18,24],"tags":[],"people":[],"extra":[43],"company":[321],"topic":[488],"region":[446],"class_list":{"0":"post-124206","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"extra-plus","10":"company-beyond-meat","11":"topic-marketing","12":"region-etats-unis-2"},"acf":[],"yoast_head":"\nPourquoi Beyond Meat supprime le mot \u00ab\u00a0viande\u00a0\u00bb de son nom - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Beyond Meat fait ses adieux au 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