Beyond Meat drops the 'Meat' from its name as it pivots to plant-based drinks and snacks
#Beyond Meat #plant-based protein #food rebranding #plant-based alternatives #Ethan Brown #consumer demand #food innovation #market trends
📌 Key Takeaways
- Beyond Meat is dropping 'meat' from its name and rebranding as Beyond The Plant Protein Co.
- The company is expanding beyond plant-based meats into drinks and snacks like protein bars
- U.S. sales of plant-based alternatives have been declining, with Beyond's revenue dropping 14% in 2025
- The company is betting on simpler, plant-forward products to drive growth
- Beyond will continue producing plant-based meats while expanding into new categories
📖 Full Retelling
Beyond Meat is dropping 'meat' from its name and rebranding as Beyond The Plant Protein Co. in El Segundo, California this week, as it pivots from struggling plant-based meat alternatives to expanding into new categories like protein drinks and snacks. The company, which has seen its net revenue drop 14% in the first nine months of 2025 and shares trading below $1 since the start of 2026, is strategically moving beyond the declining market for plant-based burgers, sausages and tenders. The rebranding reflects the company's need to address falling consumer demand for traditional plant-based meat products that have faced scrutiny for containing unfamiliar ingredients, added sugars, and high sodium content. The company has already introduced its first beverage, a sparkling protein drink called Beyond Immerse, in January and plans to release a protein bar this summer as part of its broader strategy to focus on products that showcase plants directly. Founded in 2009 by CEO Ethan Brown, Beyond Meat believes this shift will allow the company to 'reshape around very real food that is directly from plants' and deliver plant-based benefits in more accessible ways for consumers. The company has already begun this transition with products like Beyond Ground, which contains just four ingredients and doesn't feature the word 'meat' on its packaging, signaling a new direction for the brand that aims to 'celebrate the realness' of its ingredients while maintaining its core plant-based meat business that remains popular in European markets.
🏷️ Themes
Corporate rebranding, Plant-based food industry, Consumer market trends
📚 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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