Beyond Meat Rebrands as 'Beyond The Plant Protein Co.'

The plant-based food company is expanding beyond meat alternatives into drinks and snacks.

Published on Mar. 6, 2026

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Beyond Meat is dropping the 'meat' from its name as it moves beyond the struggling market for plant-based burgers, sausages and tenders. The company, now rebranded as 'Beyond The Plant Protein Co.', is expanding into new categories like protein drinks and bars. The refresh comes as U.S. sales of plant-based meat alternatives have declined, dragging down Beyond's revenue. Beyond is betting that reformulating products to be simpler and healthier, as well as introducing new plant-based offerings, will help boost its business.

Why it matters

Beyond Meat's pivot away from its core plant-based meat business reflects broader challenges facing the alt-meat industry. As consumers scrutinize ingredient labels and seek out healthier options, some plant-based meat brands have struggled. Beyond's rebranding and expansion into new plant-based categories like drinks and snacks could help it better position itself for growth in a shifting market.

The details

Beyond Meat introduced its first beverage, a sparkling protein drink called Beyond Immerse, in January and plans to release a protein bar this summer. The company has also revamped its flagship burger to make it healthier and introduced Beyond Ground, which contains just four simple ingredients. Beyond wants to 'celebrate the realness' of its products and simplified ingredients, hoping to lead customers back to its plant-based meats.

  • Beyond Meat introduced its first beverage, Beyond Immerse, in January 2026.
  • Beyond plans to release a protein bar this summer of 2026.
  • Beyond revamped its flagship burger to be healthier in 2024.
  • Beyond introduced Beyond Ground, with just four ingredients, last summer.

The players

Beyond The Plant Protein Co.

The plant-based food company, formerly known as Beyond Meat, that is expanding beyond its core meat alternative products into new categories like protein drinks and bars.

Ethan Brown

The founder, president and CEO of Beyond The Plant Protein Co. who is leading the company's pivot and rebranding.

Chris Costagli

A food thought leader at NIQ who says plant-based brands have struggled as consumers scrutinize labels and seek out healthier options.

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What they’re saying

“For me, it is an opportunity to reshape the company around very real food that is directly from plants. 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.”

— Ethan Brown, President and CEO, Beyond The Plant Protein Co. (ksgf.com)

“There's a lot of fillers and gums and texturizers and things that give those products a more familiar feel. I think as people have been paying closer and closer attention to what they're actually ingesting, it's causing some products to stumble.”

— Chris Costagli, Food thought leader, NIQ (ksgf.com)

“Hopefully, at some point people will say, 'Wait a minute, how did we get here, where protein taken from red lentils, peas and brown rice and oil taken from avocado and mixed together into a burger is somehow not good for you?'”

— Ethan Brown, President and CEO, Beyond The Plant Protein Co. (ksgf.com)

What’s next

Beyond The Plant Protein Co. plans to eventually put its new plant-based drinks and snacks in stores after first launching them online through its 'Beyond Test Kitchen' website to collect feedback and innovate quickly.

The takeaway

Beyond's pivot away from its core meat alternative business and towards a broader range of plant-based products reflects the challenges facing the alt-meat industry. As consumers demand simpler, healthier ingredients, plant-based brands must innovate and reformulate to stay relevant and meet evolving consumer preferences.