Vegan burger maker Beyond Meat said its sales collapsed by nearly a third as cash-strapped shoppers turned to cheaper animal products.
The plant-based food manufacturer, which supplies McDonald’s for its McPlant burger, suffered a 30.5pc slump in revenues in the second quarter of the year.
The vegan venture capitalist darling suffered a 12pc decline in its share price in after-hours trading as it lowered its revenue forecast for the year.
Its shares are on target to open below $13 in New York, having been valued at $234 in 2019.
The company said it had been affected by “softer demand in the plant-based meat category, high inflation, rising interest rates, and ongoing concerns about the likelihood of a recession”.
A study by Which? last year found that plant-based alternatives to sausages were regularly double the price of animal meat.
Beyond Meat president and chief executive Ethan Brown also admitted that the company is struggling to appeal to new customers because of perceptions that its products are unhealthy and overly processed.
He said an advertising campaign launched last week will better explain its “clean and simple” manufacturing process and highlight the products’ health credentials.
He said: “It is an education issue. The facts are there. The health benefits of our products are very strong.”
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