Beyond Meat falsely advertises that its substitute meat products provide as much protein as real meat and that they don’t contain synthetic ingredients, a new lawsuit alleges.
Plaintiff Don Lee Farms, a meat and plant-based burger manufacturer, claims Beyond Meat and its CEO Ethan Brown “grossly overstate” the amount of protein in its products.
“Defendants’ misleading claims harm consumers, harm competitors and harm fair competition,” the Beyond Meat lawsuit states.
Don Lee Farms claims “rigorous product testing” proves Beyond Meat overstates the amount of protein its products contain by up to 30%.
“Unlike Beyond Meat’s unsupported marketing claims, the … testing results are backed by hard science and data,” the Beyond Meat lawsuit states.
Beyond Meat’s “overstatement” of the protein content in its products is “material” and a focal point of its advertising campaigns as the “defining characteristic of the company,” the lawsuit alleges.
Further, Don Lee Farms argues Beyond Meat’s products contain the synthetic ingredient methylcellulose despite...
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