Many social media users believed that "The Kardashians" star, who appears as chief taste consultant in the vegan company's ad, pretends to eat the food in the commercial that debuted on Tuesday, 24. In the 30-second clip, the reality star says, "I believe so much in the mission of Beyond Meat that I've stepped in to help with my greatest asset, my taste."
A chef then appears to place a variety of dishes containing the plant-based meat substitute in front of Kim. First up is a vegan burger cut in half, which the SKIMS founder holds up to her face while she moves her closed mouth in a chewing-like motion. As many social media users pointed out, the sandwich remains intact.
"She didn't even take a bite of the burger," one observer commented on the company's Instagram page. Someone else noted, "The hamburger wasn't bitten," with another saying, "I ain't buying it cause you ain't really eating it."
The next scene sees Kim using a fork to stab a plant-based meatball before squeezing a lime over a plate of tacos. "This plant-based meat is not only amazingly delicious, but it's also better for you and better for the planet," she says while doing some chewing-like motion.
Kim then uses her fork to pick up some bratwurst before fist-pumping the chef. "It's a simple change that makes a really big difference," she says of making the switch to a plant-based diet. "And now that I'm Beyond Meat's Chief Taste Consultant, there's never been a better time to go beyond."
Upon learning of the ad, one critic blasted the company, "You didn't show her actually consuming the product…Did she actually eat it?" A separate person opined that the ad actually made them not want to purchase the product, "Fake eating. This is beyoooond meat, so good you don't even have to eat it." Another chimed in, "Kim didn't even eat the food lol [laughing with tears emojis]."