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US: Beyond Meat files Beyond Milk trademark application

Nasdaq-listed company has filed 109 US trademarks since 2012 including Beyond Egg and Beyond Crab
Beyond burger
Beyond Meat has filed 109 trademark applications in the last few years

Beyond Meat has hinted it will move into the dairy alternative space after filing a trademark application for Beyond Milk with the US Patent and Trademark Office (USPTO).

The application, dated 12 August, identified the product as a “base for making milk shakes, coffee or tea beverages with milk substitutes”.

Although the application has been approved, it will not be assigned to an examining attorney for approximately six months.

Beyond Meat has filed up to 109 trademark applications with the USPTO since 2012, including Beyond Carne Asada, The Great Beyond, Beyond Fish and Beyond Egg.

In the company’s Q2 earnings report last week, group CFO Phil Hardin said Beyond Meat was continuing to invest in its long-term growth strategy, including “a robust schedule of production trial activities in preparation for new product innovations [it] hopes to commercialise in the near future”.

Elsewhere, the company has expressed plans to increase manufacturing in China at its newest production facility in the Jiaxing Economic & Technological Development Zone.

In Q2, the group’s net revenue increased 32% year-on-year to $149.4 million on a significant uptick in foodservice sales brought about by the food industry starting to normalise post-Covid-19.

Swedish-oat milk giant Oatly this week said it had a 50-70% market share in oats and was the best-performing brand in dollars for total distribution points across both the dairy and dairy alternative markets.

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