Beyond Meat drops 'Meat' from its name, pivots to plant-based drinks and snacks
ABC News
Beyond Meat is dropping “meat” from its name as it moves beyond the struggling market for plant-based burgers, sausages and tenders and expands into new categories like protein drinks
Beyond Meat is dropping “meat” from its name as it moves beyond the struggling market for plant-based burgers, sausages and tenders and expands into new categories like protein drinks.
The company, rebranded as Beyond The Plant Protein Co. — or simply Beyond on its packaging — changed its website and social media channels this week. Beyond introduced its first beverage, a sparkling protein drink called Beyond Immerse, in January and plans to release a protein bar this summer.
The refresh could be critical for the brand. U.S. sales of plant-based alternatives to meat are flagging and have dragged Beyond down with them. The company's net revenue dropped 14% in the first nine months of 2025. Its shares have been trading below $1 since the start of this year.
"For me, it is an opportunity to reshape the company around very real food that is directly from plants,” said Beyond President and CEO Ethan Brown, who founded the company in 2009. “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.”
Beyond is not the only vegan food company making a pivot. Consumer demand for protein is skyrocketing, and several companies are scrambling to serve up more plant-based options.
A strong chemical smell has forced a temporary halt to flights at four major airports near Washington, D.C. The FAA says air traffic controllers cannot manage traffic safely during the incident
U.S. job openings rose to nearly 7 million in January, better than expected at a time when the American labor market has looked sluggish
Advocates say alligator farming has turned the demand for boots and bags into a boost for a species often seen as scary, bothersome or good only for their leathery skins
The U.S. economy, hobbled by last fall’s 43-day government shutdown, advanced at a sluggish 0.7% annual rate from October through December, the Commerce Department reported Friday in a big downgrade of its initial estimate
China has sharply reduced its warplane flights near Taiwan and analysts aren't sure why
South African soldiers deployed in the country’s high-crime areas have dismantled illegal mining operations Johannesburg
The Panama Canal's administrator says the war in the Middle East and higher fuel prices make the canal more appealing for shippers
Tom Dundon has sold a portion of the NHL's Carolina Hurricanes to three new minority owners
An artisanal mine collapse in the Central African Republic has killed eight miners and injures five others
The average long-term U.S. mortgage rate rose again this week, reflecting ongoing bond market jitters over the war with Iran
The biggest new restaurant trend is small
Some commercial ships near or in the Strait of Hormuz and in the Persian Gulf have declared themselves as China-linked since the Iran war began, marine traffic data show, as their operators try to reduce risks of being targeted in attacks
China is signaling it will stay focused on technology and economic growth, even as U.S. tensions with Iran rise