Beyond Meat has entered the beverage category with the launch of a sparkling protein drink range, marking a strategic expansion beyond its core plant-based meat portfolio as the alternative protein sector grapples with slowing consumer demand.
The new line, branded Beyond Immerse, features flavoured sparkling beverages fortified with plant-based protein, fibre, antioxidants and electrolytes. Positioned as a lighter alternative to traditional protein shakes, the drinks are designed to support muscle health, gut balance and immune function, the company said.
Beyond Immerse will be available for a limited period starting January 15 through the company’s direct-to-consumer platform, Beyond Test Kitchen. The range includes variants offering 10 grams and 20 grams of protein, and will be sold in three flavours — peach mango, lemon lime and orange tangerine.
The move reflects Beyond Meat’s bid to tap into the ongoing protein boom, as consumers increasingly seek convenient and versatile ways to add protein to their diets. Beverage makers such as Starbucks and PepsiCo-owned Propel have already added protein and other functional ingredients like fibre and electrolytes to appeal to health-focused shoppers.
Beyond Meat’s diversification comes at a time when the plant-based meat category is facing headwinds. The company reported a 13% year-on-year decline in net revenue in its third-quarter results released in November, amid softer demand and heightened competition.
While plant-based meat products are protein-rich, the category has struggled with consumer perception. Many shoppers do not associate meat alternatives with high protein content, according to research by the Good Food Institute, prompting brands to rethink messaging or explore adjacent categories.
In contrast, protein beverages have seen rapid growth, expanding 122% between 2020 and 2024, according to Innova Market Insights, highlighting a sharp divergence in category momentum.
“We have developed tremendous expertise in bringing the nutrients in plants to the consumer using clean and simple ingredients,” a Beyond Meat spokesperson said. “Consumers are increasingly looking for protein outside the center of the plate, and plants can deliver it within an overall package.”
Rival Impossible Foods is also broadening its protein strategy. The company recently partnered with protein bread maker Equii as it looks to move beyond plant-based burgers and sausages into new, protein-focused formats.