The company formerly known as Beyond Meat has been moving away from relying purely on meat mimicry for some time.
Last year, it announced the release of Beyond Ground, a product that focuses more on packing in protein than on mimicking existing meat products. The word ‘meat’ was not even found on its packaging.
Then, two months ago, it announced the launch of its new high protein drinks range, Beyond Immerse, dropping the word ‘meat’ once again and embracing instead the highly popular functional drinks trend. It has already followed this up with the promise of new flavours.
Now, the company has officially rebranded as Beyond The Plant Protein Company. Its social media handles have changed, as has its US website.
“A new chapter begins,” boasts its LinkedIn account, “rooted in the power of plants. Plants have superpowers. Our team is dedicated to unlocking and delivering them to you."
While the company has been moving away from meat mimicry for some time, it has now fully embraced its second life as a plant protein company.
For now, non-meat mimicking products like Beyond Ground and Beyond Immerse are only available from its test kitchen, meaning that products can only be purchased direct-to-consumer while the company collects information on consumer acceptance. It will continue selling plant-based burgers, sausages, chicken nuggets and other plant-based substitutes.
The company has been struggling for a while. Successive earnings reports have detailed loss of revenues and falling sales as the market for meat alternatives has changed.
