is dropping 鈥渕eat鈥� from its name as it moves beyond the struggling market for plant-based burgers, sausages and tenders and expands into new categories like protein drinks.
The company, rebranded as Beyond The Plant Protein Co. 鈥� or simply Beyond on its packaging 鈥� changed its website and social media channels this week. Beyond introduced its first beverage, a called Beyond Immerse, in January and plans to release a protein bar this summer.
The refresh could be critical for the brand. U.S. sales of to meat are flagging and have dragged Beyond down with them. The company’s net revenue dropped 14% in the first nine months of 2025. Its shares have been since the start of this year.
“For me, it is an opportunity to reshape the company around very real food that is directly from plants,鈥� said Beyond President and CEO Ethan Brown, who founded the company in 2009. 鈥淚t鈥檚 about delivering all those benefits of the plant kingdom to the consumer in ways that they鈥檙e going to be able to easily integrate it into their lives.鈥�
Beyond is not the only vegan food company making a pivot. Consumer is skyrocketing, and several companies are scrambling to serve up more plant-based options.
Eat Just, which makes plant-based eggs, introduced a protein powder made with mung beans last spring. In January, Impossible Foods announced a partnership with Equii Foods to develop protein-packed breads and pastas. Silk, a plant-based dairy brand, also unveiled a protein drink in January.
Chris Costagli, a food thought leader at NIQ, said plant-based brands in recent years as customers scrutinized their labels and found unfamiliar ingredients, added sugars or high sodium content.
After peaking in 2020, U.S. retail sales of plant-based meat have plummeted, falling 26% over the last two years, according to NIQ.
鈥淭here鈥檚 a lot of fillers and gums and texturizers and things that give those products a more familiar feel,鈥� Costagli said. 鈥淚 think as people have been paying closer and closer attention to what they鈥檙e actually ingesting, it鈥檚 causing some products to stumble.鈥�
Costagli said reformulating products to make them simpler and healthier has helped some brands in the plant-based dairy market. He thinks could also boost plant-based meats.
That鈥檚 what Beyond is betting. In 2024, it to make it healthier. Last summer, it introduced Beyond Ground, which contains just four ingredients 鈥� faba bean protein, potato protein, psyllium husk and water 鈥� and doesn鈥檛 have the word 鈥渕eat鈥� on its packaging.
Brown said the company will increasingly focus on products that showcase plants, like chickpea sausages or faba bean strips. Brown said Beyond wants to 鈥渃elebrate the realness鈥� of its products and its simplified ingredients. He also hopes the new products will lead customers back to its plant-based meats.
鈥淗opefully, at some point people will say, ‘Wait a minute, how did we get here, where protein taken from red lentils, peas and brown rice and oil taken from avocado and mixed together into a burger is somehow not good for you?’鈥� Brown said.
For now, new products like Beyond Ground and Beyond Immerse are only available online through a website the company has dubbed Beyond Test Kitchen. Brown said the company wants to to innovate and collect feedback quickly, but will eventually put its products in stores.
El Segundo, California-based Beyond will continue to make plant-based burgers, chicken and other products designed to mimic meat, Brown said. They remain popular in Europe, where Beyond鈥檚 burgers and nuggets are found on .
Brown still believes plant-based meat will be a 鈥渕uch more dominant choice鈥� over the next decade or two, but the company has to navigate what he calls 鈥渁 period of confusion.鈥�
鈥淚t’s just not the moment for plant-based meat right now,鈥� he said.
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