Somehow I liked the goal of Beyond meat, but could never get past the fact that it is too "processed". My rule of thumb regarding food is that the less the processing, the better. I think I was the ideal demographic - meat eater, who doesnt want to kill animals. Id rather have vegetarian alternatives rather than beyond meat.

I think this is an example of an idea which looks great in the hype phase, but doesnt translate to real world traction.