Beyond Meat diversifies portfolio with landmark entry into functional beverages
Plant-based pioneer Beyond Meat has officially signalled its expansion beyond the "center-of-the-plate" with the launch of Beyond Immerse, a new line of plant-based functional protein drinks.
The move marks a pivot for the company as it seeks to leverage its expertise in plant protein to capture a share of the rapidly growing $20 billion functional beverage market.
Unlike traditional thick or milky protein shakes, Beyond Immerse is positioned as a "crisp and refreshing" beverage. The formula combines pea-derived plant protein with fibre from tapioca, antioxidants (Vitamin C), and electrolytes, targeting three specific health pillars: muscle recovery, gut health, and immune support.
“With Beyond Immerse, we are bringing our pioneering expertise in unlocking the power of plants to a functional beverage line,” said Ethan Brown, founder and CEO of Beyond Meat. “Our intent is simple: immerse the consumer in the remarkable nutrition of plants... all in a single refreshing and satisfying 12 fl oz drink.”
The line is launching in three fruit-forward flavours: Peach Mango, Lemon Lime, and Orange Tangerine. To appeal to varying consumer needs – from casual hydration to post-workout recovery – each flavour is available in two distinct protein tiers:
- Tier 1: 10g protein / 7g fibre (60 calories)
- Tier 2: 20g protein / 7g fibre (100 calories)
Consistent with Beyond Meat’s core brand values, the drinks are non-GMO and contain no sugar alcohols.
In a move to drive brand engagement and collect direct consumer data, Beyond Immerse is available starting today for a limited time exclusively through Beyond Test Kitchen, the company’s direct-to-consumer (DTC) innovation platform.
This "drop-style" release strategy allows the company to test the beverage’s performance and gather feedback before potentially scaling to broader retail and foodservice channels.
The entry into the beverage space comes as Beyond Meat continues to refine its business model, focusing on high-margin innovations and the "Make America Healthy Again" trend, which prioritises nutrient-dense, whole-food-based ingredients.
