Beyond Meat Rebrands as Beyond, Aims to Counter Misinformation after 13.3% Revenue Decline
Beyond Meat has rebranded as Beyond The Plant Protein Co., dropping “meat” to broaden its plant-based portfolio and counter what it calls a misinformation campaign by livestock and pharmaceutical interests. The company’s net revenues fell 13.3% year-over-year in Q3 2025 and its shares have traded below $1 since early 2026.
1. Rebranding Strategy
Beyond Meat has officially changed its corporate name to Beyond The Plant Protein Co., or simply Beyond, removing “meat” to signal a broader focus on plant-derived nutrition. The move aims to reshape the brand around whole-plant foods and support introductions of new non-meat products under a unified identity.
2. Addressing Misinformation
CEO Ethan Brown highlighted efforts to counter what the company describes as a misinformation campaign by industrial livestock and pharmaceutical interests that portray plant-based offerings as overly processed and unhealthy. Beyond plans to enhance the health profile of its products and engage in educational initiatives to restore consumer confidence.
3. Recent Financial Challenges
Beyond reported a 13.3% drop in net revenues year-over-year in Q3 2025, reflecting weaker demand amid intensified scrutiny. Its shares have been trading below $1 since early 2026, following early successes with investors like Tyson Foods and partnerships such as McDonald’s McPlant launch.