Beyond Meat drops 'Meat' from name

"We are not moving away from making plant-based meat. This is a strategic expansion of our portfolio into additional protein categories. We start at the farm with clean and simple, non-GMO ingredients like yellow peas, red lentils and faba beans. We love clean protein and fiber."

"The shortened name provides for reduced emphasis on facsimile, a now-complicated frame that overshadows the real, high-quality protein offerings we provide to consumers. The change also would give the company more freedom to meet broader consumer protein needs."

"The rebranding is part of a pivot to underscore its strength in protein, which is hot right now. The company launched a line of sparkling protein beverages in January. It plans to launch a protein bar this summer."

Beyond Meat, an El Segundo-based plant-based protein company, has rebranded to Beyond the Plant Protein Co., removing 'Meat' from its name. The company is strategically expanding its portfolio beyond plant-based meat alternatives into protein beverages and bars. CEO Ethan Brown stated the shortened name reduces emphasis on meat facsimile and provides freedom to meet broader consumer protein needs. The rebranding reflects a shift toward emphasizing the company's protein strength, which is currently in high demand. Beyond launched sparkling protein beverages in January and plans to introduce protein bars this summer. The company emphasizes clean, simple ingredients like yellow peas, red lentils, and faba beans in its marketing.

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