Can the plant-based meat industry save itself from America’s senseless food fights?

Beyond Meat is undergoing a makeover.

Last month, the popular plant-based meat company announced a new product — Beyond Ground — that, unlike its signature plant-based burger, sausage links, and chicken nuggets, isn’t meant to directly imitate meat. Instead, it has a neutral flavor that “serves as a blank canvas,” according to the company, for customers to season however they like.

Beyond Ground contains only four ingredients — fava beans, potato starch, water, and psyllium husk — and has a macronutrient profile similar to chicken (high in protein, low in fat). It’s an “effort to step outside of the confines of mimicking a particular species and just provide something that is capable of confidently standing on its own as a center-of-the-plate protein,” Ethan Brown, Beyond Meat’s founder