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Beyond Meat is introducing a line of sparkling beverages as the plant-based meat company seeks to further capitalize on consumer demand for protein.
Beyond Immerse is a flavorful sparkling beverage packed with plant-derived protein, 7g of fiber, antioxidants and electrolytes. Beyond Meat advertises this product as an alternative to high-protein shakes with the benefits of supporting muscle health, gut balance, and immune function.
The drink will be sold for a limited time starting January 15 through Beyond Test Kitchen, Beyond Meat’s e-commerce platform. The drinks include options for 10g of protein and 20g of protein. Beyond Immerse is available in three flavors: Peach Mango, Lemon Lime, and Orange Tangerine.
Beyond Meat is capitalizing on the protein boom as more consumers look to get their nutrition.
In particular, beverage companies have added more protein to some of their products, including: Starbucks Coffee and Propel. similarly, Functional ingredients such as fiberAntioxidants, or electrolytes, are popular with shoppers looking for health and performance benefits.
Beyond Meat is expanding into new areas. Plant-based category struggles As consumer demand declines. In the third quarter results announced last November, the company Net profit decreased by 13% compared to the previous year.
Despite the fact that plant-based meats also contain protein, the sector has struggled to foster awareness and acceptance. This is in sharp contrast to protein drinks. 122% growth Between 2020 and 2024, according to Innova Market Insights.
It turns out that many consumers do not believe that plant-based meats are high in protein. good food instituteCompanies need to change their messaging or branch out into new segments.
“We have developed tremendous expertise over the past 17 years in bringing plant-based nutrients to consumers using clean, simple ingredients,” a Beyond Meat spokesperson said in an email to Food Dive. “Consumers are now increasingly looking for protein outside the center of their plate, and plants can deliver this within the overall package.”
Rival Impossible Foods is also expanding its protein ambitions as a way to strengthen its position. Not possible recently Partnership signed with protein bread manufacturer Equii The goal is to create more products beyond plant-based burgers and sausages that contain popular nutrients.
