Launching the plant-based alternative meat category in China with Beyond Meat


Beyond Meat is one of the fastest growing food companies in the world, offering a portfolio of revolutionary plant-based meat alternatives. Looking to launch its business in China, Beyond Meat needed to better understand Chinese consumers and the market to localise its brand name, tagline, and product names. They engaged TSI to help them in that process.


To land on the perfect parlance for Beyond Meat, we employed our SPRINT methodology. Through this, we were able to validate Beyond Meat’s Mandarin brand name, tagline, and individual product names.


• Brand naming
• Category naming
• Expert interviews
• Personasphere mapping
• Consumer interviews
• Strategy

Points of Difference

• Consumer-validated naming
• SPRINT methodology
• Emotional evaluation

Our brand naming strategy work won a Bronze Award at the 2021 Transform Award Asia.

Emotional profiling using HotspexTM heatmap technology to understand consumers better.

With the launch of Beyond Meat in China, we have seen collaborations with Starbucks, Pizza Hut amongst others, all utilising the Chinese brand name that we had created.

"TSI’s culturally led creative naming process resulted in the perfect name for our China brand launch.
Their sprint approach was not only effective, they were a pleasure to work with and highly responsive to our brand needs."

Will Schaffer

VP of International Marketing, Beyond Meat​