Beyond Meat

Insight: Britons have cut meat-eating by 17 per cent – but must cut double that to hit the target, according to the national food strategy. Beyond Meat is a relatively new product that encourages consumers to reduce that footprint by eating its plant-based burgers. The company says its food products have the same meaty, juicy taste that meat has with ‘no compromise’ but with more added benefits.

Challenge: How do you encourage people to try Beyond Meat products?

Idea: [Problem]. One meaty bite at a time.