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Beyond Meat Drinks: A New Protein Venture
15 Jan
Summary
- Beyond Meat launched Beyond Immerse, its first non-meat beverage product.
- The drink contains pea protein, fiber, vitamins, and electrolytes.
- This expansion occurs as plant-based meat sales and Beyond Meat's revenue decline.
Beyond Meat has launched Beyond Immerse, marking its first foray into the beverage market after 17 years focused on plant-based meats. This new protein drink, derived from peas, is available in two formulations: one with 10 grams of protein and 60 calories, and another with 20 grams of protein and 100 calories. Both options include 7 grams of fiber for gut health, Vitamin C, and electrolytes.
The limited-edition drink is being offered through Beyond Meat's new direct-to-consumer website, Beyond Test Kitchen. The company is closely monitoring customer reception to determine the product's long-term future. This strategic pivot occurs amidst a challenging period for the plant-based meat industry, with Beyond Meat experiencing a nearly 20% revenue decrease in the first nine months of 2025.
This expansion aligns with a growing consumer interest in protein and functional foods. The company aims to leverage its expertise in plant-based nutrition to meet demand for protein sources beyond traditional meals. CEO Ethan Brown stated that the direct-to-consumer platform allows for rapid testing of consumer reactions as the company broadens its business scope.
