Beyond Meat Rebrands as It Shifts Focus to Plant-Based Beverages and Snacks

Beyond Meat has officially dropped "meat" from its name, rebranding itself as Beyond The Plant Protein Co. This change reflects a strategic pivot away from the declining market for plant-based burgers, sausages, and tenders, as the company seeks to expand into new categories, particularly protein beverages. The rebranding was accompanied by updates to the company's website and social media channels. In January, Beyond launched its first beverage, a sparkling protein drink named Beyond Immerse, and it plans to introduce a protein bar later this summer.

MyNorthwestBeyond Meat removes 'Meat' from its brand as it shifts focus to plant-based beverages and snacksUsNews and World Report

The rebranding comes at a critical juncture for Beyond Meat, as U.S. sales of plant-based meat alternatives have significantly declined. The company's net revenue fell by 14% in the first nine months of 2025, and its stock has been trading below $1 since the beginning of the year. Industry expert Chris Costagli from NIQ noted that consumer scrutiny of product labels has increased, leading to a decline in sales as customers discover unfamiliar ingredients and high sodium levels in many plant-based products. According to NIQ, U.S. retail sales of plant-based meat have plummeted by 26% over the past two years, following a peak in 2020.

Beyond Meat removes 'Meat' from its brand as it shifts focus to plant-based beverages and snacks

In response to these challenges, Beyond Meat is focusing on product innovation and simplification. In 2024, the company revamped its flagship burger to enhance its health profile. It also introduced Beyond Ground, a product with only four ingredients: faba bean protein, potato protein, psyllium husk, and water, which does not include the term "meat" on its packaging. Beyond's President and CEO, Ethan Brown, emphasized the company's commitment to showcasing the authenticity of its products and their straightforward ingredients. He expressed hope that these innovations would encourage consumers to reconsider plant-based meats.

Beyond Meat removes 'Meat' from its brand as it shifts focus to plant-based beverages and snacksUsNews and World Report

Ethan Brown stated, “This is a chance to refocus the business on authentic foods sourced directly from plants. Our goal is to make the benefits of plant-based nutrition accessible and easy for consumers to incorporate into their daily routines.” He believes that plant-based meat will become a more dominant choice in the future, despite the current "period of confusion" in the market. Other companies, such as Eat Just and Impossible Foods, are also adapting to the changing landscape by introducing new plant-based products.

Beyond Meat removes 'Meat' from its brand as it shifts focus to plant-based beverages and snacks

Critics have pointed out that many plant-based products contain fillers and additives that detract from their health benefits. Costagli noted that as consumers become more health-conscious, they are increasingly drawn to products with simpler, more recognizable ingredients. This shift in consumer preferences has prompted brands to reformulate their offerings to meet demand for healthier options.

Beyond Meat removes 'Meat' from its brand as it shifts focus to plant-based beverages and snacks

Beyond Meat's rebranding and product expansion signify a strategic response to the challenges facing the plant-based market. While the company continues to produce traditional plant-based meat alternatives, it is also exploring new avenues to engage consumers. As the industry evolves, Beyond aims to innovate and adapt to shifting consumer preferences, with the hope of revitalizing interest in plant-based proteins.

Beyond Meat removes 'Meat' from its brand as it shifts focus to plant-based beverages and snacks