Plant-based food major Beyond Meat is expanding into the fast-growing functional beverage space with the launch of four new flavours under its protein drink brand “Beyond Immerse,” marking what the company calls its “next chapter.”
The beverages, initially introduced last month via the company’s e-commerce platform Beyond Test Kitchen, are sparkling, plant-based protein drinks formulated with added fiber, antioxidants and electrolytes. The latest flavour additions — cherry berry, strawberry lemonade, piña colada and cucumber grapefruit — are each available in 10-gram and 20-gram protein variants.
The drinks are being sold for a limited time in packs of 12, either as single-flavour packs or assorted variety packs, through the company’s Beyond Kitchen website. Prices range between $29.95 and $37.95.
Founder, President and CEO Ethan Brown described the expansion as a strategic evolution for the company. “We challenged ourselves to redefine the protein drink, designing a beverage that immerses the body not only in protein but more broadly in the remarkable power of plants,” Brown said in a statement.
The move comes as the plant-based meat category continues to face headwinds, with declining consumer demand pressuring revenues across the sector. In its most recent earnings report, Beyond Meat posted a 13% year-on-year decline in net revenue to $70.2 million.
Against this backdrop, protein-enriched beverages have emerged as a high-growth segment. According to Innova Market Insights, protein drinks recorded a 122% growth between 2020 and 2024, reflecting rising consumer interest in convenient, functional nutrition.
Industry observers say the diversification is less a retreat and more a repositioning strategy. The New England Consulting Group noted that while the pivot could appear defensive amid a struggling plant-based meat market, it represents a broader attempt to extend the brand into categories where protein carries a stronger consumer appeal.
“By leveraging its credibility in plant-derived nutrition, Beyond is testing whether its equity can travel into faster-growing categories where protein already resonates more intuitively,” the consultancy said.
With functional beverages gaining traction globally, Beyond Meat’s foray signals an effort to tap into a segment where protein demand remains robust, even as the alternative meat market recalibrates.