‘It’s Just Not the Moment for Plant-Based Meat Right Now’: Beyond Meat Is Just Beyond Now, CEO Says

Beyond Meat is dropping “meat” 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. — or simply Beyond on its packaging — changed its website and social media channels this week. Beyond introduced its first beverage, a sparkling protein drink 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 plant-based alternatives 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 trading below $1 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,” said Beyond President and CEO Ethan Brown, who founded the company in 2009.