Beyond Meat Ditches ‘Meat’ and Seeks a New Identity in the Plant Protein Market

By: Trademagazin editor Date: 2025. 07. 31. 09:39

Beyond Meat has dropped “Meat” from its name, rebranding itself as simply “Beyond,” as the company shifts its focus from imitating animal proteins to developing plant-based proteins that stand on their own.

Photo: Beyond Meat

The decision was shared by CEO Ethan Brown in an interview with Fast Company, where he explained that the company’s new direction is centered on promoting plant-based proteins as functional foods rather than meat substitutes.

The rebrand comes amid a period of financial challenges for Beyond, which has seen a decline in sales and a significant drop in market value. For the first quarter of 2025, the company reported a 9% year-on-year decrease in sales. Beyond’s stock price has dropped by approximately 95% since its 2019 IPO. Brown attributed these challenges to weak category demand and misinformation, particularly around plant-based products. He argued that misperceptions about plant-based meat are a primary barrier to the company’s growth.

Functional foods over meat substitutes

Instead of continuing to replicate animal products, the company’s new product strategy involves exploring a broader range of plant-based proteins that can serve various consumer needs. In the interview, Brown mentioned that Beyond plans to offer products along the lines of lentil sausages and chickpea hot dogs, diverging from traditional meat alternatives.

One of the company’s first new offerings under the rebrand is Beyond Ground, a product made from fava beans, potato starch, water, and psyllium husk. The new product contains more protein per serving than beef, with a simplified ingredient list. Brown suggested that Beyond would focus on competing across the entire grocery store, not just within the meat aisle, by offering plant proteins suitable for a variety of meal occasions.

Shifting cultural perception

Brown’s commitment to the new direction is evident in his personal approach to plant-based protein. He mentioned that he has been consuming a diet largely based on fava beans, reflecting the company’s emphasis on the nutritional value of plants. In the interview, Brown explained that the company’s shift is not only about product innovation but also about changing the cultural perception of plant-based proteins.

“Instead of thinking about a simple replacement for animal protein, what if you just thought about your daily protein consumption? I started to try to replace as much of that as I can with plant protein, any form that I could,” Brown stated