Beyond Meat Launches New Line of Protein Drinks
Beyond Meat is expanding its protein beverage line with four new flavors as the plant-based meat company looks to tap into a more lucrative market. The new flavors, including cherry berry, strawberry lemonade, piña colada, and cucumber grapefruit, offer protein levels of 10 and 20 grams each.
The company introduced “Beyond Immerse” last month through its e-commerce platform, Beyond Test Kitchen. These flavored sparkling drinks contain plant protein, fiber, antioxidants, and electrolytes, catering to consumers looking for a convenient source of nutrients.
Available for a limited time on the Beyond Kitchen website, the new and existing offerings come in packs of 12 with a single flavor or a variety pack, priced between $29.95 and $37.95. Beyond Meat’s founder and CEO, Ethan Brown, sees the beverage line as a “next chapter” for the company.
In response to the challenging plant-based meat market, Beyond Meat and its competitors are exploring other protein-enhanced categories. Functional beverages, particularly those with protein, have seen significant growth in consumer demand, with protein drinks experiencing a 122% increase between 2020 and 2024, according to Innova Market Insights.
Despite a 13% decrease in net revenue reported in Beyond Meat’s recent earnings, the move into protein beverages is seen as a strategic shift rather than a desperate measure. The company is leveraging its expertise in plant-based nutrition to enter a faster-growing market where protein resonates more naturally.