The market for plant-based meat is populated by both start-ups and large meat companies. 1 Of the start-ups, there are three main competitors in the U.S. market. The first is Beyond Meat, a U.S.-based public company founded in 2009 and valued at $4.8 billion (Franklin & Sen, 2019). Beyond Burger currently offers five meatless meat products: Beyond Burger, Beyond Beef, Beyond Sausage, and Beyond Beef Crumbles. It also is in the process of developing a chicken product, which it piloted with Kentucky Fried Chicken (KFC, 2019). Beyond Burger's products are sold at more than 58,000 locations in the U.S, including fast-food franchises: Dunkin', Carl's Jr., Subway, A&W, Denny's, Hardee's, TGI Friday's, and Epic Burger. Its other outlets include grocery stores, hotels, movie theaters, bars, amusement parks, research institutes, and universities.