Overview
- Beyond rebrands as Beyond The Plant Protein Co., with packaging using the single word “Beyond,” and has updated its website and social channels.
- Beyond Immerse, a sparkling protein drink launched in January, is on sale now, and a protein bar is planned for this summer through the company’s Beyond Test Kitchen.
- New items are currently sold online via the Beyond Test Kitchen to speed iteration and validate demand ahead of wider retail distribution.
- The pivot follows pressure on plant-based meats, with NIQ reporting a 26% U.S. sales decline over two years, Beyond’s net revenue down 14% in the first nine months of 2025, and shares under $1 since early 2026.
- Beyond says it will keep producing meat-style products, which remain popular in Europe including on McDonald’s menus, and the shift parallels rivals’ protein-focused launches from Eat Just, Impossible Foods and Silk; CEO Ethan Brown also cites a need to counter misinformation about plant-based ingredients.