They used an industrial extruder to which a powder mix is added to water in certain proportions and heated to a very high temperature such that meat-like striations form. Then the product is quickly cooled so that it will not melt but retain its fibrous, meat-like texture. The entire process takes only seconds. The University sold exclusive licensing rights to Brown. Made from soy, pea protein, amaranth, and carrot fiber with a few other vegan ingredients, Beyond Meat™ Veggie Chicken Strips, according to Brown, "will appeal to vegans and vegetarians as well as mainstream consumers looking to incorporate meatless meals into their diets while maintaining the taste and texture of meat." According to product literature, a three oz. serving of Beyond Meat™ Veggie Chicken Strips contains "18 g of complete protein, no saturated or trans fats, and is gluten-free." It is rich in iron and low in sodium ("260 mg/3 oz. compared to similar products with up to 690 mg/3 oz. serving").