Beyond Meat Drops 'Meat' Name, Launches Protein Drink After 14% Revenue Slide
Beyond Meat rebranded as Beyond The Plant Protein Co., dropping 'Meat' to support its pivot into plant-based drinks and snacks. It launched the Beyond Immerse sparkling protein drink in January and plans a summer protein bar after revenue fell 14% through nine months of 2025 and shares slipped below $1.
1. Brand Repositioning
Beyond Meat has officially dropped “Meat” from its corporate identity, rebranding as Beyond The Plant Protein Co. and using simply “Beyond” on packaging. The company updated its website and social media channels to reflect the new focus on a broader range of plant-based protein products.
2. Product Expansion
In January, the company introduced Beyond Immerse, a sparkling protein drink, marking its entry into the beverage category. Management also announced plans to launch a plant-based protein bar this summer, building on last year’s simplified four-ingredient Beyond Ground product.
3. Financial Performance
Beyond’s net revenue declined 14% in the first nine months of 2025 amid weakening U.S. plant-based meat sales, which have fallen 26% over two years. Shares have traded below $1 since early 2026, reflecting investor concern over sluggish growth.
4. Market Dynamics
Rival brands have also shifted toward simpler, high-protein offerings, with Eat Just unveiling mung bean powder, Impossible Foods partnering on protein-packed breads, and Silk launching its own protein drink. Companies are racing to meet rising consumer demand for cleaner-label, plant-based protein alternatives.