Beyond Meat is venturing into a new territory with the introduction of a line of sparkling beverages infused with plant-based protein. The move comes as the company aims to cater to the increasing demand for protein-rich products among consumers.
Beyond Immerse is a range of flavored sparkling drinks containing protein derived from plants, along with 7 grams of fiber, antioxidants, and electrolytes. Positioned as a healthier alternative to heavy protein shakes, Beyond Immerse boasts benefits such as supporting muscle health, promoting gut balance, and enhancing immune function.
These beverages will be exclusively available starting January 15 through Beyond Meat’s e-commerce platform, Beyond Test Kitchen. The options include variants with 10 grams and 20 grams of protein, and come in three enticing flavors: peach mango, lemon lime, and orange tangerine.
The introduction of Beyond Immerse aligns with the current trend of protein-enriched products gaining popularity among health-conscious consumers.
Various beverage companies have been incorporating higher protein content in their offerings, with brands like Starbucks Coffee and Propel leading the way. Additionally, functional ingredients such as fiber, antioxidants, and electrolytes have become sought-after by shoppers seeking specific health and performance benefits.
While the plant-based category faces challenges in terms of consumer demand, Beyond Meat’s foray into protein beverages marks a strategic expansion into a growing market segment.
Despite plant-based meats containing protein, there is a perception gap among consumers regarding their protein content. This contrasts sharply with the rapid growth of protein beverages, which surged by 122% between 2020 and 2024, according to Innova Market Insights.
Recognizing the evolving consumer preferences, Beyond Meat and its competitors are exploring innovative ways to meet the demand for protein-rich products. Impossible Foods, for instance, recently partnered with Equii to expand its protein offerings beyond traditional plant-based burgers and sausages.
As the landscape of plant-based products continues to evolve, companies like Beyond Meat are adapting their strategies to tap into emerging trends and cater to the changing needs of consumers.