Beyond Meat is leaping off the plate and into the glass.
The plant-based pioneer unveiled Beyond Immerse, a pea-protein drink, on Thursday-its first non-meat offering in 17 years.
At a Glance
- Beyond Immerse marks the company’s first beverage and first non-meat product ever
- Two formulas: 10 g protein/60 cal or 20 g protein/100 cal, both with 7 g fiber
- Sold only on the new Beyond Test Kitchen site for a limited time
- Why it matters: The launch tests whether the struggling brand can win back consumers who have cooled on fake meat
A Historic First for Beyond Meat
The El Segundo, California-based company has never sold anything that didn’t aim to mimic beef, pork, or poultry. That changed at 12:01 a.m. Thursday when Beyond Immerse appeared on Beyond Test Kitchen, the firm’s new direct-to-consumer storefront.
Shoppers can pick from three flavors. Each bottle delivers:
- Protein sourced exclusively from peas
- 7 grams of fiber for gut health
- Vitamin C and electrolytes
- A lighter consistency than smoothies or meal replacements
Why a Drink-And Why Now
Sales of plant-based meat have slid. During the first nine months of 2025, Beyond Meat’s revenue dropped nearly 20%. Shares sank below $1 in October as the company outlined plans to cut debt by issuing more stock.
Consumers cite two big turnoffs:
- Taste that doesn’t match expectations
- Lengthy ingredient lists
Retailers have nudged Beyond burgers and nuggets from the meat aisle to freezers, making the products harder to find. Price tags that outrun other lean proteins haven’t helped.
Meanwhile, demand for functional beverages is surging. A September Circana report shows almost half of Americans are actively trying to add more protein to their diets. Starbucks, Dunkin’, and even Pop Tarts have rolled out protein-packed drinks or snacks in recent months.
Inside the Launch Strategy
Beyond Immerse will not appear on grocery shelves-at least not yet. The limited online drop lets the company read consumer reaction in real time.
Shira Zackai, Beyond Meat spokeswoman, framed the drink as a natural extension.
“We really have developed tremendous expertise in bringing the nutrients in plants to the consumer,” she said. “Consumers are looking for protein outside the center of the plate and we know that plants can deliver that. We’re excited to get into new categories and offer that in different ways.”
Zackai emphasized the beverage is ideal as a post-workout refresher rather than a heavy smoothie.
Beyond Meat’s Broader Pivot
CEO Ethan Brown told investors in November that the direct site gives the brand a fast feedback loop as it drifts from a meat-only identity. He signaled the company will lean harder into the word “Beyond” going forward.
“That’s really around broadening the aperture of our business. We have tremendous innovation capabilities and I want to make sure that those are being put to the best use for the consumer,” Brown said.
Market Reality Check
Beyond Meat’s stock collapse reflects investor skepticism that fake meat can rebound. The company has responded with reformulated, cleaner-label burgers and chicken, but shoppers keep walking away.
Beyond Immerse offers a lower-risk lab test: minimal inventory, no slotting fees, and instant data on who buys, how often, and whether they come back.
If the numbers look strong, expect wider distribution. If not, the bottle may disappear as quietly as it arrived.
Key Takeaways
- Beyond Meat’s first beverage signals a strategic shift beyond fake meat
- The drink capitalizes on booming interest in protein-rich, functional sips
- Online-only launch limits downside while gauging consumer demand
- Success could open new revenue streams; failure keeps the company reliant on a still-slumping meat alternative portfolio
