Summary
Beyond Meat is officially changing its name to "Beyond" as it shifts its focus away from the struggling plant-based meat market. The company, now known as Beyond The Plant Protein Co., is expanding into new areas like protein drinks and snack bars. This rebranding comes after a difficult year where sales of plant-based burgers and sausages fell sharply across the United States. By moving into the broader health and wellness category, the company hopes to attract customers who want simple, plant-based protein without the heavy processing of traditional meat alternatives.
Main Impact
The decision to drop "meat" from the brand name is a major shift for a company that once led the vegan food revolution. For years, the goal was to make plants taste and feel exactly like beef or chicken. However, as consumer interest in these products has cooled, Beyond is pivoting to become a general protein company. This change reflects a wider trend in the food industry where shoppers are looking for high-protein options that feel more natural and less like a science experiment. The move is designed to save the company from falling revenue and a declining stock price.
Key Details
What Happened
Beyond updated its website and social media accounts this week to reflect its new identity. The company has already started releasing products that have nothing to do with burgers or sausages. In January, it launched a sparkling protein drink called Beyond Immerse. Later this summer, it plans to release its first protein bar. While the company will still sell its famous burgers, the new packaging will often focus on the word "Beyond" rather than "Beyond Meat."
Important Numbers and Facts
The financial pressure on the company is clear. During the first nine months of 2025, Beyond saw its net revenue drop by 14%. The company’s stock has also struggled, trading for less than $1 per share since the beginning of 2026. Across the entire U.S. market, sales of plant-based meat alternatives have fallen by 26% over the last two years. To fight this trend, Beyond is simplifying its recipes. For example, its new "Beyond Ground" product contains only four main ingredients: faba bean protein, potato protein, psyllium husk, and water.
Background and Context
When plant-based meat first became popular around 2019 and 2020, it was seen as a massive success. However, many shoppers eventually started to worry about how these products were made. Critics pointed out that many plant-based meats were "ultra-processed," containing high amounts of salt, fats, and artificial binders to make them taste like real meat. As people became more health-conscious, they began looking for "cleaner" labels with fewer ingredients. This shift in how people think about food has forced companies like Beyond to rethink their entire strategy.
Public or Industry Reaction
Beyond is not the only company making these changes. Other major players in the vegan food world are also moving toward general protein products. Impossible Foods recently partnered with another company to create protein-rich pasta and bread. Eat Just, known for its plant-based eggs, has started selling protein powder made from mung beans. Even dairy alternative brands like Silk have launched their own protein drinks. Industry experts say that while the "fake meat" craze has slowed down, the demand for protein is higher than ever. Companies are now racing to provide that protein in different forms, such as snacks and beverages.
What This Means Going Forward
CEO Ethan Brown believes that the current struggle is just a "period of confusion" for the industry. He still thinks that plant-based meat will eventually become a top choice for consumers in the next decade or two. For now, the company is using its "Beyond Test Kitchen" website to sell new products directly to fans and gather feedback quickly. While the focus in the U.S. is shifting to drinks and bars, the company’s meat alternatives remain popular in other parts of the world. In Europe, for example, Beyond still has strong partnerships with major fast-food chains like McDonald’s.
Final Take
Beyond is trying to grow by moving away from the very thing that made it famous. By focusing on "real food" from plants and entering the beverage and snack markets, the company is betting that protein is more important to customers than a burger that bleeds. This pivot is a survival move, but it also shows how the plant-based industry is maturing to meet the demands of health-focused shoppers.
Frequently Asked Questions
Why did Beyond Meat change its name?
The company changed its name to "Beyond" to show that it is expanding into new products like protein drinks and bars, rather than just selling plant-based meat alternatives.
Is Beyond Meat going out of business?
No, but the company is facing financial challenges. Its revenue has dropped, and its stock price is low, which is why it is launching new types of products to boost sales.
Will they still sell plant-based burgers?
Yes, the company will continue to sell its burgers and sausages, but it is also focusing on new items with simpler ingredients and different formats, like sparkling protein drinks.