Beyond Meat (BYND  ) has hired American socialite Kim Kardashian as its new "chief taste consultant" and will be featuring the celebrity in a campaign related to new recipes and other such products.

Although this is not Beyond Meat's first attempt to link celebrities to its brand, it will mark the company's very first "taste tester" to support its products.



"I've been focusing on going more plant-based and can tell you that Beyond Meat is my absolute favorite - I love how all their products not only taste amazing but are also good for me and my family," Kim Kardashian said regarding her new campaign. "As my fans know, my fridge and freezer are fully stocked with Beyond Meat's products and I'm so thrilled to be featured in the campaign as its chief taste consultant to inspire people to include Beyond Meat in their diets."

In order to support her new role as a taste tester for Beyond Meat, Kardashian has decided to share some of her favorite Beyond Meat products through offers, recipes, and other popular material. In gaining influence with Beyond Meat, Kardashian will be a valuable asset, given that she is one who has had much experience with brands that are worth billions of dollars.

According to a Beyond Meat spokesperson, the move to make Kardashian a chief taste consultant was one in the right direction. This spokesperson has stated that Beyond Meat has come to truly appreciate Kardashian's dedication, creativity, and unique link to the company.

Though plant-based meats have experienced their ups and downs over the years, it is expected that brands such as Beyond Meat will likely increase fivefold in popularity by the year 2030. Companies like Burger King (QSR  ) and KFC (YUM  ), which have helped bring plant-based meat to the forefront in the past, could potentially help plant-based meat to grow even further in popularity.

What separates the plant-based meats used by Beyond Meat from that of others, however, is the fact that it utilizes plant-based nutrients without any GMOs. Plant-based meat by Beyond Meat is specifically made to be equal, if not more, than the nutritional value that is found in other types of plant-based meat.