Vegan food chain By Chloe has been rebranded as ‘Beatnic’

Author: Molly Pickering

Read Time:   |  27th July 2021

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Vegan fast-food chain By Chloe has undergone a rebrand following years of controversy. The popular plant-based eatery is now named Beatnic


Vegan food chain By Chloe has rebranded as Beatnic following years of controversy surrounding its name.

The brand announced the name change on Instagram, but reassured fans it will still be serving the “same crazy delicious food”.

As well as debuting its new name, the brand has also gone an image overhaul with a new monochrome logo, packaging, and immersive website.

The chain declared the rebrand was a result of the recent changes in the world, including challenges with lawsuits and bankruptcy.


By Chloe is renowned for its innovative vegan food, bold flavours, and vibrant colours.

The rebrand to Beatnic has brought a stylistic change to the food company, with a sleek new monochromatic logo and packaging.

Beatnic took to social media to announce the rebrand, sharing: “Needless to say, we’re beyond excited to share a new vibe with you: fresh new name and look, same crazy delicious food. ”

Moreover, the chain’s fresh new website gave us insight into the inspiration behind the name Beatnic.

The company said: “To find our truth, we went back to our roots: NYC’s Greenwich Village, and the free, fun, you-be-you all-welcoming culture that thrives there.”

In a statement made to ForbesBeatnic President and chef Catey Mark Meyers explained: “The rebrand is more than an overhaul of our visual identity but also a homage to our history as trailblazers in the plant-based category.

“We have the benefit of rebuilding from the insights of this past year of pain points as we tighten up our business model and enhance all elements of the experience.”

The brand is renowned for its innovative vegan fast-food

The brand is renowned for its innovative vegan fast-food

By Chloe controversy

The original By Chloe brand was launched in 2014 by co-founder and namesake Chloe Coscarelli.

However, Chloe split from the company in 2017 after taking a strong stance against claims that the chain’s partners were looking to open stores in her name that weren’t plant-based.

Despite Cocarelli’s departure, the company did not change its name and continued to grow to a global brand.

Hungry for vegan mac and cheese? Here’s the recipe for the brand’s iconic Vegan Mac ’N’ Cheese with Shiitake Bacon!

Written by

Molly Pickering

Molly is the Digital Executive and former podcast host at Anthem's Vegan Food & Living, she also works across other titles including Women's Running and Classic Pop to create affiliate content for the website. Starting out as a Digital Marketing Apprentice at Vegan Food & Living in 2021, within 14 months Molly was shortlisted for ‘Best Editorial Assistant’ at the BSME Talent Awards 2022 and won the BCS Special Recognition award for Digital Marketing Apprentice of the Year in 2022

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