Why China’s consumers found the hype around plant-based meat hard to swallow
The closure of Beyond Meat’s China business, despite heavy financing and marketing, underscores challenges that scuppered many vegan meat firms Only a few years ago, the notion that Beyond Meat – the former poster child of the plant-based meat industry – would shut down its operations in China seemed unthinkable. At the height of the brand’s popularity, its label could be found adorning heavily promoted products at restaurants and grocery stores across major cities.
