Beyond Meat drops 'Meat' from its name, pivots to plant-based drinks and snacks
#Beyond Meat #plant-based protein #food rebranding #alternative proteins #vegan food market #protein drinks #Ethan Brown #consumer trends
📌 Key Takeaways
- Beyond Meat drops 'Meat' from its name, rebranding to Beyond The Plant Protein Co.
- Company expands beyond plant-based meats into protein drinks and snacks
- U.S. plant-based meat sales declining, dragging down company's financial performance
- CEO aims to showcase plant-based products with simpler ingredients
📖 Full Retelling
Beyond Meat, the California-based plant-based food company, announced in March 2026 that it is dropping 'meat' from its name and rebranding to Beyond The Plant Protein Co. as it shifts focus from struggling plant-based meat alternatives to expanding into new categories like protein drinks and snacks, a strategic move to address declining sales in the traditional plant-based meat market. The company has already changed its website and social media channels to reflect this new direction, having introduced its first beverage, a sparkling protein drink called Beyond Immerse, in January with plans to release a protein bar in summer 2026. This strategic pivot comes amid challenging financial times for the company, as U.S. sales of plant-based meat alternatives have been declining, causing Beyond Meat's net revenue to drop 14% in the first nine months of 2025 and its shares to trade below $1 since the beginning of the year. CEO Ethan Brown, who founded the company in 2009, explained that the rebranding represents 'an opportunity to reshape the company around very real food that is directly from plants,' emphasizing the desire to deliver the benefits of plant-based nutrition in ways consumers can easily integrate into their daily lives.
🏷️ Themes
Corporate rebranding, Plant-based food industry, Product diversification
📚 Related People & Topics
Beyond Meat
Producer of plant-based meat substitutes
Beyond Meat, Inc., branded as Beyond, is a producer of plant-based meat alternatives founded in 2009 by Ethan Brown. The company's products were first launched in the United States in 2012. Beyond Meat's signature product is its plant-based beef 'Beyond Burger'.
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Beyond Meat drops 'Meat' from its name, pivots to plant-based drinks and snacks Beyond Meat is dropping “meat” from its name as it moves beyond the struggling market for plant-based burgers, sausages and tenders and expands into new categories like protein drinks By DEE-ANN DURBIN AP business writer March 5, 2026, 7:45 PM Beyond Meat is dropping “meat” from its name as it moves beyond the struggling market for plant-based burgers, sausages and tenders and expands into new categories like protein drinks. The company, rebranded as Beyond The Plant Protein Co. — or simply Beyond on its packaging — changed its website and social media channels this week. Beyond introduced its first beverage, a sparkling protein drink called Beyond Immerse, in January and plans to release a protein bar this summer. The refresh could be critical for the brand. U.S. sales of plant-based alternatives to meat are flagging and have dragged Beyond down with them. The company's net revenue dropped 14% in the first nine months of 2025. Its shares have been trading below $1 since the start of this year. "For me, it is an opportunity to reshape the company around very real food that is directly from plants,” said Beyond President and CEO Ethan Brown, who founded the company in 2009. “It’s about delivering all those benefits of the plant kingdom to the consumer in ways that they’re going to be able to easily integrate it into their lives.” Beyond is not the only vegan food company making a pivot. Consumer demand for protein is skyrocketing, and several companies are scrambling to serve up more plant-based options. Eat Just, which makes plant-based eggs, introduced a protein powder made with mung beans last spring. In January, Impossible Foods announced a partnership with Equii Foods to develop protein-packed breads and pastas. Silk, a plant-based dairy brand, also unveiled a protein drink in January. Chris Costagli, a food thought leader at NIQ, said plant-based brands have struggled in recent year...
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