Beyond Meat is changing its name to Beyond The Plant Protein Co., or simply Beyond. This shift comes as the company looks to diversify beyond the struggling market for plant-based meats like burgers and sausages. It recently launched its first beverage, a sparkling protein drink named Beyond Immerse, and plans to release a protein bar this summer.
The need for this rebrand is clear. Sales of plant-based meat alternatives in the U.S. have seen a significant decline, dropping 26% over the past two years, according to recent data from NIQ. Beyond’s revenue also fell 14% in the first nine months of 2025, and its stock has lingered below $1 this year.
Ethan Brown, the company’s founder and CEO, sees this as a chance to introduce “real food from plants” that consumers can easily incorporate into their diets. He believes simplifying ingredients is essential as more shoppers scrutinize what they eat. “People are paying closer attention to what they’re digesting,” Brown noted, emphasizing a shift towards transparency and clean ingredients.
Beyond isn’t alone in this pivot. Other plant-based brands are also looking to adapt. For instance, Eat Just has introduced a protein powder made from mung beans, and Impossible Foods is partnering with Equii Foods to create protein-rich breads and pastas.
Chris Costagli, an industry expert at NIQ, points out that many plant-based products have faltered due to added sugars and unfamiliar ingredients. Simplifying product formulations can help regain consumer trust. For example, Beyond has revamped its burger recipe to feature just four ingredients: faba bean protein, potato protein, psyllium husk, and water. This approach reflects a broader trend towards healthier, more straightforward products.
While Beyond continues to produce plant-based meats that mimic traditional meat, Brown acknowledges that this isn’t the best time for such products. He remains optimistic that plant-based proteins will grow in popularity over the next decade, but the company must navigate what he describes as a “period of confusion” among consumers.
For now, products like Beyond Ground and Beyond Immerse are available online, allowing the company to innovate and gather feedback before hitting store shelves. With a focus on showcasing the realness of plant-based foods, Beyond hopes to draw customers back to its offerings.
As the plant-based market evolves, keeping up with consumer demands for transparency and simplicity could be key to the future success of brands like Beyond.
For more insights on consumer trends in food, you can check out this AP-NORC report.
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Ethan Brown, General news, California, Chris Costagli, Business, U.S. news, Climate and environment, Beyond Meat, Inc., Paper and packaging, McDonalds Corp., Corporate management, Food and drink, Climate, U.S. News
