At a Glance
- Beyond Meat launches Beyond Immerse, its first non-meat product in 17 years
- Plant-based protein drink offers 10g or 20g protein options, 7g fiber, vitamins and electrolytes
- Available for limited time on new direct-to-consumer website Beyond Test Kitchen
- Why it matters: Move signals company’s strategic pivot as plant-based meat sales drop and consumer interest in functional beverages soars
Beyond Meat is venturing beyond its signature plant-based meats and into the beverage aisle with the launch of its first-ever protein drink, marking a significant strategic shift for the 17-year-old company.
The El Segundo, California-based company introduced Beyond Immerse on Thursday, a pea protein-based drink that represents its first non-meat product since its founding. The launch comes as the company grapples with declining sales and investor concerns about its future direction.
A New Direction Amid Declining Sales
Beyond Meat’s revenue dropped nearly 20% in the first nine months of 2025, according to the company’s financial reports. The company’s shares plunged below $1 in October as investors expressed concern over plans to cut debt by issuing more shares.
The plant-based meat pioneer has faced mounting challenges in recent years. U.S. consumers have expressed dissatisfaction with the taste of Beyond Meat’s products and their lengthy ingredient lists. While the company responded by developing healthier product formulations, these new items proved difficult for shoppers to locate as grocery stores relocated them from the meat department to freezer aisles.
Pricing has also emerged as a significant barrier, with Beyond Meat’s products costing more than other lean protein alternatives. This price premium has contributed to the sales decline as budget-conscious consumers seek more affordable options.
The Beyond Immerse Launch
Beyond Immerse arrives in two protein concentrations:
- 10 grams of protein with 60 calories
- 20 grams of protein with 100 calories
Both varieties contain:
- 7 grams of fiber for gut health
- Vitamin C
- Electrolytes
The drink debuts in three flavors and will be available exclusively through Beyond Meat’s new direct-to-consumer platform, Beyond Test Kitchen, for a limited time. The company plans to monitor customer response closely to determine the product’s future trajectory.
Shifting Consumer Preferences
The beverage launch aligns with explosive growth in consumer interest in protein and functional foods. Market research firm Circana reported in September that nearly half of Americans actively try to increase their protein intake.
Major food chains have responded to this trend:
- Starbucks introduced protein drinks in recent months
- Dunkin’ added protein beverages to its menu
- Pop Tarts launched a protein version late last year
Shira Zackai, Beyond Meat spokeswoman, characterized Beyond Immerse as a natural evolution for the company.
“We really have developed tremendous expertise in bringing the nutrients in plants to the consumer,” Zackai said. “Consumers are looking for protein outside the center of the plate and we know that plants can deliver that. We’re excited to get into new categories and offer that in different ways.”
Strategic Positioning
Zackai emphasized that Beyond Immerse differs from typical smoothies or meal replacement drinks. The beverage features a lighter consistency, making it ideal for post-workout consumption rather than as a meal substitute.
During a November conference call with investors, Beyond Meat founder and CEO Ethan Brown outlined the company’s strategic rationale for the direct-to-consumer approach. He described the new website as an efficient method for quickly gauging consumer reactions as the company expands beyond its meat-focused origins.
Brown also highlighted the company’s intention to emphasize the “Beyond” aspect of its brand name moving forward.
“That’s really around broadening the aperture of our business. We have tremendous innovation capabilities and I want to make sure that those are being put to the best use for the consumer,” Brown explained.
Market Context
The launch represents a critical test for Beyond Meat as it seeks to diversify its product portfolio and capture new market segments. The functional beverage market has experienced robust growth, with consumers increasingly seeking convenient ways to boost protein intake throughout the day rather than relying solely on traditional meals.
The company’s decision to enter this space reflects both opportunity and necessity. While plant-based meat sales have stagnated, the broader functional food and beverage category continues expanding as health-conscious consumers prioritize nutritional benefits in every product category.
Key Takeaways
Beyond Meat’s entry into beverages signals a pivotal moment for the plant-based pioneer as it adapts to changing market dynamics. The success or failure of Beyond Immerse will likely influence the company’s future innovation direction and its ability to regain growth momentum in an increasingly competitive landscape.
The limited-time offering through Beyond Test Kitchen provides the company with valuable flexibility to refine the product based on real-world feedback before committing to broader retail distribution.
