I think you are on the money. Despite the article's headline (and anecdotes) implying a broader downturn in the sector, I'm inclined to write this off to Beyond

I think you are on the money. Despite the article's headline (and anecdotes) implying a broader downturn in the sector, I'm inclined to write this off to Beyond expectations being completely out of touch with reality, and possibly some mismanagement / marketing problems specific to Beyond. This statement from Impossible (which is included in the article) directly contradicts the "plant based meats are failing" subtext the article seems to want to push otherwise: > “We’re not experiencing anything like what Beyond Meat has reported or some of the other brands in the space,” Keely Sulprizio, a spokeswoman for Impossible Foods, said in an email. “Quite the opposite: We’re seeing hypergrowth, with over 60 percent year-over-year dollar sales growth in retail alone.” > The IRI data show that while volume sales of Impossible ground meat and faux burger patties were down slightly, volumes of other categories, including frozen faux meat and chicken, soared.