Meat alternative brand Beyond Meat has announced the addition of Hollywood actor Leonardo DiCaprio as an investor and advocate.
DiCaprio aims to help the company become a leading plant-based solution to the world’s growing demand for protein in meat form.
This is the second investment DiCaprio has made in the food industry this year, after buying a stake in US chickpea puff brand Hippeas in May.
Based in Los Angeles, Beyond Meat is a privately held company with a mission of creating meat directly from plants. Investors include Bill Gates as well as Twitter co-founders Biz Stone and Evan Williams.
This summer, Beyond Meat increased distribution of its Beyond Burger by sevenfold, expanding to over 2,000 stores in the US, including Kroger and Albertsons Companies-owned shops.
The brand claims its Beyond Burger is the ‘first-ever plant-based burger to satisfy like a traditional beef burger’, but with 20g of protein.
Speaking of the investment, DiCaprio said: “Livestock production is a major contributor to carbon emissions. Shifting from animal meat to the plant-based meats developed by Beyond Meat is one of the most powerful measures someone can take to reduce their impact on our climate.
“The company’s ability to create appealing, healthy meat directly from plants will go a long way in helping everyday consumers take action on climate change.”
Beyond Meat CEO Ethan Brown added: “I am thrilled to officially welcome Leonardo DiCaprio to the Beyond Meat family. His investment and role as an advocate reflects a shared vision that meat made directly from plants, like our Beyond Burger, has enormous benefits for human health, the climate, natural resources, and animal welfare.
“Leo was helpful early on in providing feedback on our burgers as we readied them for launch, and I look forward to continuing to collaborate as we bring delicious, satiating products to a rapidly increasing consumer base.”
Last year Beyond Meat introduced new packaging so that consumers could easily navigate its range, which includes plant-based burgers, beef pieces and chicken strips.
© FoodBev Media Ltd 2019