At a Glance
- Beyond Meat launches Beyond Immerse, its first non-meat product in 17 years
- Plant-based protein drink offers 10-20 g protein, 7 g fiber, and three flavors
- Debut on new direct-to-consumer site as plant-based meat sales drop 20%
Why it matters: The move tests whether Beyond can pivot from struggling fake meats to surging demand for functional beverages.
Beyond Meat is stepping outside the meat aisle for the first time since its founding, betting that thirsty consumers will embrace a pea-protein drink as eagerly as they once did its plant-based burgers.
A New Category for Beyond
The El Segundo, California company unveiled Beyond Immerse on Thursday, a chilled beverage that delivers either 10 or 20 grams of pea protein in 60 or 100 calories per bottle. Both versions pack 7 grams of fiber, vitamin C, and electrolytes, and come in three undisclosed flavors.
Unlike smoothies or meal replacements, the drink has a “lighter consistency” aimed at post-workout refreshment, according to Beyond Meat spokeswoman Shira Zackai.
“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.”
Limited Launch Through New Website
For now, Beyond Immerse will be sold only on the company’s new Beyond Test Kitchen direct-to-consumer website. The limited release lets the firm gauge shopper response before deciding on wider retail distribution.
CEO Ethan Brown told investors in November that the e-commerce portal gives Beyond Meat “an ideal way to test consumer reaction quickly” as the brand stretches beyond imitation meat.
Sales Slump Behind the Pivot
The beverage gamble arrives as plant-based meat sales cool. Beyond Meat’s revenue slid nearly 20% during the first nine months of 2025, and its shares dipped below $1 in October as investors worried about a debt-reduction plan that involves issuing more stock.
U.S. shoppers have balked at the taste and lengthy ingredient lists of some faux-meat items. Retailers have also nudged the products from prime meat-section placement into freezers, denting visibility. Higher price tags versus traditional lean proteins have further curbed demand.
Protein Craze Fuels Opportunity
Meanwhile, appetite for protein-centric drinks is surging. Market researcher Circana reported in September that almost half of Americans are actively trying to boost protein intake. Chains like Starbucks and Dunkin’ have rolled out protein coffees, and even Pop Tarts debuted a protein pastry late last year.
Brown signaled the strategic shift in November, saying the company will lean into the word “Beyond” to signal broader innovation.
“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,” he said.
Key Takeaways
- Beyond Meat’s first beverage extends its pea-protein expertise into the $5 billion functional-drinks arena
- A limited online launch limits risk while the company monitors shopper feedback
- Success could offset ongoing weakness in its core plant-based meat portfolio
