{"id":124186,"date":"2025-08-01T16:41:14","date_gmt":"2025-08-01T14:41:14","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=124186"},"modified":"2025-08-01T17:14:29","modified_gmt":"2025-08-01T15:14:29","slug":"waarom-beyond-meat-de-termvlees-uit-zijn-naam-schrapt","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/waarom-beyond-meat-de-termvlees-uit-zijn-naam-schrapt\/","title":{"rendered":"Waarom Beyond Meat de term &#8220;vlees&#8221; uit zijn naam schrapt"},"content":{"rendered":"\n<p><strong>Beyond Meat<\/strong> neemt afscheid van het woord &#8220;Meat&#8221; in zijn merknaam en heet voortaan kortweg &#8220;Beyond&#8221;. Het Amerikaanse bedrijf wil zich scherper profileren als producent van plantaardige eiwitten, niet van vleesimitaties. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Focus op plantaardige eiwitten<\/h2>\n\n\n\n<p>\u201cWaar we in uitblinken, is in het produceren van eiwitten&#8221;, zegt oprichter en CEO Ethan Brown in een interview met Fast Company. Hij wil zijn merk positioneren als producent van plantaardige prote\u00efnen, in plaats van uitsluitend producten te ontwikkelen die dierlijke varianten nabootsen: \u201cWaarom zou je niet gewoon kijken naar de hoeveelheid eiwit die je elke dag binnenkrijgt, en proberen daarvan <a href=\"https:\/\/www.fastcompany.com\/91374217\/beyond-meat-rebrand-pivot-protein-fava-ground-ethan-brown-ceo\">zoveel mogelijk te vervangen door plantaardige opties<\/a>, in welke vorm dan ook?\u201d<\/p>\n\n\n\n<p>Beyond verlegt het accent dan ook stilaan van het imiteren van vlees naar het promoten van plantaardige eiwitten in hun puurste vorm. Een treffende illustratie is het nieuwe product Beyond Ground, dat slechts vier ingredi\u00ebnten bevat: tuinbonen, psylliumvezel, aardappelzetmeel en water. Het product levert 27&nbsp;gram eiwit per portie van 140&nbsp;calorie\u00ebn &#8211; zonder vet, cholesterol of toegevoegde oli\u00ebn. Overigens blijft het huidige aanbod, waaronder de bekende plantaardige burgers en worsten, wel gewoon beschikbaar op de markt.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Prote\u00efnetrend<\/h2>\n\n\n\n<p>Brown wil zich wapenen tegen de kritiek op traditionele vleesvervangers, die te veel ingredi\u00ebnten zouden bevatten en &#8220;ultrabewerkt&#8221; zouden zijn. Hij noemt het een bewuste aanval van de vleesindustrie om plantaardige alternatieven in diskrediet te brengen. Beyond wil transparanter worden en consumenten nadrukkelijker uitleggen hoe het volledig plantaardige producten ontwikkelt. Het bedrijf gaat experimenteren met nieuwe producttypes, zoals linzenworst, kikkererwten-hotdog of of smoothies op basis van plantaardig eiwit. Zo kan Beyond inspelen op de snel toenemende vraag naar eiwitrijke producten. <\/p>\n\n\n\n<p>Sinds de beursgang in&nbsp;2019 kon Beyond (Meat) geen winst meer maken; het bedrijf was vorig jaar ruim&nbsp;50% van zijn beurswaarde kwijt. Toch blijft de CEO vastbesloten: \u201cWe zien een steile groeicurve de goede kant op gaan, daarom hebben we vertrouwen dat winstgevendheid in zicht is. Wanneer dat precies lukt, kan ik niet voorspellen, maar daar werken we naartoe.\u201d Hij trekt zich op aan hoopgevende signalen: dubbelcijferige groei in het internationale foodservicekanaal en een lichte omzetstijging in de retail. <\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Beyond Meat neemt afscheid van het woord &#8220;Meat&#8221; in zijn merknaam en heet voortaan kortweg &#8220;Beyond&#8221;. Het Amerikaanse bedrijf wil zich scherper profileren als producent van plantaardige eiwitten, niet van vleesimitaties. <\/p>\n","protected":false},"author":3,"featured_media":87269,"comment_status":"open","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],"tags":[784],"people":[],"extra":[43],"company":[321],"topic":[488],"region":[207],"class_list":["post-124186","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","tag-veggie-vegan","extra-plus","company-beyond-meat","topic-marketing","region-verenigde-staten"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Waarom Beyond Meat de term &quot;vlees&quot; uit zijn naam schrapt - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Beyond Meat neemt afscheid van het woord &quot;Meat&quot; 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