Beyond Meat explores protein drinks to revive growth

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Synopsis

Plant-based meat maker Beyond Meat is testing protein beverages in select U.S. markets, aiming to diversify beyond burgers and reignite growth after years of sales decline.

Article

Beyond Meat is entering new territory. The plant-based meat company, once hailed as a disruptor in alternative protein, is now testing protein-rich beverages in a bid to regain market momentum. After several quarters of declining sales and waning consumer interest in faux meat, the company is banking on drinkable nutrition to open new revenue streams.

The new line, called Beyond Performance, includes chocolate and vanilla protein drinks and is being trialed in select gyms and specialty retailers across the U.S. According to the Wall Street Journal, the drinks are made with peas and brown rice—ingredients that align with Beyond Meat’s clean-label ethos.

CEO Ethan Brown sees the move as part of a broader strategy to rebuild trust with health-conscious consumers and tap into the $20 billion sports and protein drink market. “We’re expanding what plant-based performance can mean,” he noted.

The pivot comes as Beyond Meat faces strong headwinds. Retail demand for plant-based meat has cooled, and the company has scaled back international expansion, laid off staff, and seen its stock tumble from pandemic-era highs. By entering the functional beverage space, it aims to leverage its existing brand while appealing to fitness enthusiasts and flexitarian consumers.

Analysts are cautiously optimistic. “The functional beverage category is crowded, but Beyond Meat brings brand equity and a compelling health narrative,” said one food industry analyst.

This isn’t the company’s first attempt at diversification—previous efforts included plant-based jerky and meatballs. But with consumer focus shifting toward wellness, Beyond Performance could represent a more timely play.