Beyond Meat Expands into Beverages with New Protein Drinks

Beyond Meat is set to diversify its product line with the launch of a new plant-based beverage, aiming to meet the rising consumer interest in protein-rich drinks. This new offering is named Beyond Immerse, which is a flavored sparkling beverage designed to appeal to health-conscious consumers.

Overview of Beyond Immerse

Beyond Immerse includes protein sourced from plants, along with 7 grams of fiber, antioxidants, and electrolytes. The company markets this drink as a lighter alternative to traditional protein shakes. It promotes benefits such as muscular health support, gut balance improvement, and enhanced immune function.

Product Availability and Features

The beverages will be available for purchase starting January 15 through Beyond Meat’s e-commerce platform, Beyond Test Kitchen. Consumers can choose from options with either 10 grams or 20 grams of protein.

• Flavors:
  • Peach Mango
  • Lemon Lime
  • Orange Tangerine

Market Trends

The launch is timely as the protein drink sector has seen significant growth. Between 2020 and 2024, protein beverages experienced a remarkable 122% increase, according to Innova Market Insights. This trend underscores that consumers are increasingly seeking protein-rich options beyond traditional sources.

In contrast to this growth, Beyond Meat reported a 13% decrease in net revenue in its third quarter, signaling challenges in the plant-based meat market. Many consumers remain unaware that plant-based meat can be a rich source of protein, which presents a hurdle for the sector.

Strategic Moves in the Industry

To remain competitive, Beyond Meat recognizes the need to adapt its messaging and explore new segments. A spokesperson stated that the company has honed its ability to provide plant nutrients with clean and simple ingredients for over 17 years. As consumer preferences evolve, they are increasingly looking for protein options beyond traditional meals.

Competitor Impossible Foods is also seeking to expand its protein offerings. The company has recently formed a partnership with Equii, a protein bread manufacturer, to broaden its product range beyond typical plant-based items like burgers and sausages.

As the landscape for protein-rich beverages evolves, Beyond Meat is positioning itself to capture the growing demand for alternative sources of this essential nutrient.