Beyond Meat 别样肉客
Beyond Meat is one of the fastest-growing food companies in the world, offering a portfolio of revolutionary plant-based meat alternatives. Looking to launch its business in China, Beyond Meat needed to better understand Chinese consumers and the market to localise its brand name, tagline, and product names. They engaged TSI to help them in that process.
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Naming products for the China market is not something to be taken lightly. Many companies have made the mistake of rushing through this process, ending up with a Mandarin name that was either crude, lewd, or indecipherable.
Beyond Meat understood this. Complicating matters was the category itself. While plant-based diets have a long history in China, alternative meats are still a fringe product. How would Beyond Meat be able to simultaneously stay true to their mission, convey the meaning of their tagline “Go Beyond,” and convert consumers?
To land on the perfect parlance for Beyond Meat, we employed our proprietary SPRINT methodology. Through this, we were able to validate Beyond Meat’s Mandarin brand name, tagline, and individual product names.
On April 22, 2020 Beyond Meat officially launched in China under the Mandarin name, 别样肉客TM. In English this translates to Unique Meat Eater, a very appropriate name for the brand. Their launch collaboration with Starbucks, Oatly, Hema, KFC, and Pizza Hut has expanded reach and exposure for the brand among Chinese consumers.
"TSI’s culturally led creative naming process resulted in the perfect name for our China brand launch. Their sprint approach was not only effective, they were a pleasure to work with and highly responsive to our brand needs."
Will Schafer, VP of International Marketing, Beyond Meat