Beyond Meat launches sparkling protein drinks as it looks beyond plant-based meat
The company has entered the beverage space with a limited release of plant-based protein drinks sold online.
USA – Beyond Meat has expanded into the beverage category with the launch of a sparkling protein drink line, marking a strategic shift amid softening sales in the plant-based meat sector.
The new product range, branded Beyond Immerse, consists of flavoured sparkling drinks made with plant-derived protein, fibre, antioxidants and electrolytes, and is positioned as a lighter alternative to traditional protein shakes.
According to the company, each can contains either 10 grams or 20 grams of protein along with 7 grams of fibre, and the beverages are intended to support muscle function, digestion and immune health without the thickness associated with many protein drinks.
Beyond Meat said the beverages would be sold for a limited period beginning Jan. 15 through its direct-to-consumer platform, Beyond Test Kitchen, rather than through conventional retail channels.
The initial lineup includes three flavours, peach mango, lemon lime and orange tangerine, which the company says are designed to appeal to consumers seeking functional beverages with added nutritional value.
Protein demand drives category crossover
The move reflects broader growth in protein-focused beverages as consumers increasingly seek protein intake beyond meals, particularly in drinks positioned for wellness and performance.
Industry data from Innova Market Insights shows that protein beverages grew 122% between 2020 and 2024, far outpacing demand in the alternative meat category during the same period.
Food and beverage companies, including coffee chains and sports drink brands, have added protein to their offerings, while fibre and electrolyte fortification have become more common in functional drinks.
Beyond Meat has acknowledged that many consumers do not associate plant-based meat with protein content, a perception highlighted in research from the Good Food Institute.
A company spokesperson said Beyond Meat sees an opportunity to apply its experience with plant-based nutrition to products consumed outside traditional meal occasions.
Financial pressures remain in focus
The beverage launch comes as Beyond Meat continues to face financial challenges, including a 13% year-on-year decline in net revenue reported in its third-quarter results released in November.
Earlier in November, the company informed US regulators that it would delay filing its third-quarter earnings after identifying the need for a non-cash impairment charge tied to certain long-term assets.
Beyond Meat later disclosed that it expects to report a material weakness in its internal controls and has begun reviewing its financial reporting framework.
In a subsequent filing dated Nov. 12, the company outlined planned corrective steps, including hiring additional accounting staff, expanding internal training and increasing reliance on external advisers.
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