"For me, it is an opportunity to reshape the company around very real food that is directly from plants. It's about delivering all those benefits of the plant kingdom to the consumer in ways that they're going to be able to easily integrate it into their lives."
"After peaking in 2020, U.S. retail sales of plant-based meat have plummeted, falling 26% over the last two years, according to NIQ. Plant-based brands have struggled in recent years as customers scrutinized their labels and found unfamiliar ingredients, added sugars or high sodium content."
"Consumer demand for protein 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."
Beyond Meat has rebranded as Beyond The Plant Protein Co., dropping "meat" from its name to reflect its strategic shift away from struggling plant-based meat alternatives. The company introduced its first beverage, Beyond Immerse sparkling protein drink, in January and plans to launch a protein bar this summer. This rebrand is critical as U.S. plant-based meat sales have declined 26% over two years, causing Beyond's net revenue to drop 14% in the first nine months of 2025 and its stock to trade below $1. CEO Ethan Brown frames the pivot as delivering plant-based benefits to consumers in accessible ways. Other vegan food companies including Eat Just, Impossible Foods, and Silk are similarly pivoting toward protein-focused products, as consumer demand for protein surges while plant-based meat demand weakens due to consumer concerns about unfamiliar ingredients and additives.
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