Beyond Meat, the LA-based meat substitute manufacturer, has registered the trademark “Beyond Mince” with the UK Intellectual Property Office (IPO).
Having previously launched its animal-free “Beyond Burger” and “Beyond Sausage” in the UK, the US company, which began life in 2009 as a start-up in California, has enjoyed rapid growth, with a market valuation of almost $12 billion as of July 2019. Having initially sold products across the US, including substitute “beef” products that “bleed” beetroot juice, Beyond Meat is expanding into other markets, most notably the UK. To date, the company has created products designed to simulate pork and chicken, as well as beef. However, the “Beyond Mince” name appears to be new, as it has not yet been used by the manufacturer, either in the US or elsewhere.
The UK’s meat-alternative market is both valuable and expanding, as red meat continues to fall out of favor due to environmental and dietary concerns. With UK rivals to Beyond Meat such as The Meatless Farm Co expanding into the burgeoning US market, and with longstanding UK brands such as Linda McCartney Foods enjoying continuing success, 2020 looks set to be a competitive year for meat alternatives.