Article BEYOND MEAT: CHANGING CUSTOMER BEHAVIOUR IN FOOD CONSUMPTION Questions What marketing actions could Beyond Meat take to set its products apart and maintain its competitive advantage? What could the company do to change consumers' perceptions of Meat,as Silk had transformed consumers' perception of milk? Should Beyond Meat accept that consumers may not mistake a plant-based product for the real meat and aim to make a component of complete meals? What arguments should Beyond Meat use to sell its products?