Beyond Meat broadens its play with Phytosphere nutrition portfolio

Beyond Meat is expanding beyond its familiar meat-alternative categories with the launch of Phytosphere, a new nutrition portfolio spanning protein powders, bars, beverages and center-of-plate foods.

The US company said the platform was developed to give consumers access to a broader range of plant-derived nutrients throughout the day, including protein, fiber, polyphenols and phytosterols.

The products are being sold through Beyond Meat's newly launched BeyondPlantProtein.com website, with shoppers able to buy individual items, select curated bundles or create their own combinations.

• Beyond Meat has launched Phytosphere, bringing protein powders, functional beverages, savory bars and center-of-plate foods together under a new nutrition platform.
• The launch includes Beyond Starmatter protein powders, Beyond Starcut savory bars, Beyond Immerse sparkling protein drinks and two new Beyond Veggie burger varieties.
• The move expands Beyond Meat's product range into new occasions as the company places greater emphasis on plant protein, fiber and other plant-derived nutrients.

Founder and CEO Ethan Brown said the launch reflected an effort to make nutrients found in plants more accessible through convenient products.

“The nutritive benefits of plants are extraordinary, yet we often fail to get meaningful amounts of these superpowers in our modern diet,” Brown said. “The Phytosphere portfolio invites the consumer into a world where access to powerful phytonutrition is cutting edge, delicious, and convenient.”

He added: “As with our innovation more generally, we are building out the Phytosphere portfolio with our consumers, and for our consumers, and have been looking forward to this launch.”

From burgers to powders and drinks

Among the biggest departures from Beyond Meat's established portfolio is Beyond Starmatter, a nutrient-enhanced protein powder combining plant protein and fiber with probiotics, extracts containing polyphenols, plant sterols, biotin, adaptogens, vitamins and minerals.

It is initially available in five varieties: Vanilla, Salted Caramel, Strawberry Banana, Golden Latte and Plain.

Beyond Starcut, meanwhile, moves the company into the savory snack category. The plant-based jerky bar combines plant protein with mycelium and provides 17g of protein and 3g of fiber per serving. Three varieties have been launched: Asada Style, Spicy Southwest BBQ Style and Classic Dill Flavored.

The company is also entering the functional beverage category with Beyond Immerse, a sparkling drink containing 20g of plant protein and 5g of fiber per can, together with electrolytes and antioxidants. Made with organic agave, each 110-calorie can is available in Peach Mango, Strawberry Lemonade or Cherry Berry.

Phytosphere also incorporates Beyond Meat's center-of-plate products, including Beyond Steak Filet and Beyond Ground Faba, alongside the newly introduced Beyond Veggie.

Beyond Veggie is made using more than 10 fruits and vegetables, along with legumes, seeds, plant protein, extracts containing polyphenols and plant sterols. The range launches in Chipotle Black Bean and Spiced Chickpea varieties.

Each burger patty serving provides 12g of protein and 6g of fiber and contains no cholesterol. Beyond Meat also describes the products as good sources of protein, iron, potassium and magnesium.

Rather than treating each of the launches as a standalone product line, Beyond Meat is presenting Phytosphere as a single nutrition platform. Its concept of “stacking” allows consumers to combine different products and nutrients across meals and occasions during the day or week.

To support that approach, the company has introduced four curated bundles called On-the-Go, Essentials, Performance and Elite. Customers can alternatively build their own bundles according to their preferences and routines.

The launch represents a notable widening of Beyond Meat's proposition. The company built its profile around plant-based versions of conventional meat products such as burgers, sausages, ground meat and steak, but Phytosphere brings it into categories that are not primarily based on replicating animal products.

Protein powders, sparkling protein beverages and nutrient-focused snack bars instead place the emphasis directly on plant-derived nutrition and functionality, while Beyond Veggie similarly makes fruits, vegetables, legumes and seeds more prominent in the product proposition.

If you liked this, check these out...

• Axiom Foods teams with NNB Nutrition to target growing 'Protein+' functional foods market

• Cargill's Aysegul Ozcan: Nutrition needs to become effortless

• Roquette’s Nutrition Research Manager, Elodie Dehay Harmel, on protein quality – the next frontier in nutrition science