Kim Kardashian joins Beyond Meat as ‘chief taste consultant’

• The celebrity will promote Beyond meat’s recipes

Celebrity Kim Kardashian has joined Beyond Meat Inc. (NASDAQ: BYND) as its “chief taste consultant,” to highlight the plant-based burger maker’s signature recipes and creative content.

Beyond Meat’s stock jumped by 8% upon news of her endorsement.

In a post on Instagram, Kardashian said she was inspired by the company’s mission. In a statement with Beyond Meat, she said that she had been focusing on going more plant-based.