Beyond Meat Rebrands as Beyond to Lead Plant Protein Innovation

Beyond Meat is rebranding itself as Beyond to shift its focus from imitating animal proteins to developing and celebrating plant-based proteins as standalone functional foods. This strategic pivot responds to financial challenges, including a 9% sales decline in early 2025 and a 95% drop in market value since its 2019 IPO, which CEO Ethan Brown attributes largely to consumer misperceptions and weak category demand. The company is expanding its product range beyond traditional meat analogues to include items like lentil sausages, chickpea hot dogs, and a new product called Beyond Ground, made from fava beans and other simple, protein-rich ingredients, which contains more protein per serving than beef. Beyond is also targeting broader meal occasions across grocery store categories and even premium dining experiences, exemplified by its partnership with BOA Steakhouse to introduce a whole-cut plant protein steak filet. Brown’s personal commitment to the new direction is evident as he consumes a fava bean-based diet, underscoring the cultural and nutritional emphasis of the rebrand. This move aims to reposition Beyond in the growing protein market by distancing itself from the cultural controversies surrounding meat alternatives and focusing on authentic plant-based nutrition.