Beyond Meat rebrands as company broadens plant protein strategy

Plant-based food company Beyond Meat has rebranded as Beyond The Plant Protein Co., reflecting a strategic effort to broaden its focus beyond meat alternatives and expand into a wider range of plant-derived protein products.

• Beyond Meat has adopted the name Beyond The Plant Protein Co., signaling a broader focus on plant-based protein products beyond meat alternatives.

• CEO Ethan Brown said the change is intended to highlight plant-derived foods and counter misinformation surrounding plant-based ingredients.

• The company is expanding its product lineup, including new plant-based protein beverages introduced earlier this year.

The company said the name change aligns with its ambition to reposition itself as a broader plant protein company rather than a brand focused solely on meat substitutes.

Speaking at the Natural Products Expo West, Chief Executive Ethan Brown said the rebrand reflects an opportunity to emphasize foods derived directly from plants while expanding the company’s product portfolio.

“For me, [the rebrand] is an opportunity to reshape the company around very real food that is directly from plants,” Brown said. “It’s about delivering all those benefits of the plant kingdom to the consumer in ways that they’re going to be able to easily integrate it into their lives.”

Beyond Meat was founded by Brown in 2009 with the goal of producing meat-like foods made entirely from plant ingredients. The company gained significant early momentum, securing investment from Tyson Foods and launching partnerships with major foodservice brands, including McDonald’s, which introduced the McPlant burger in 2021.

However, the company has faced increasing pressure in recent years as the plant-based meat sector has slowed and criticism of meat alternatives has intensified.

Brown has repeatedly argued that negative perceptions around plant-based foods are being driven by misinformation about ingredients and processing.

During the company’s third-quarter earnings call in 2025, he told investors that Beyond was actively working to address misconceptions about plant-based protein.

“We continue to address misinformation surrounding our plant-based meats,” Brown said at the time, adding that some competing industries were attempting to influence consumer perceptions through what he described as misleading narratives about plant-based products.

Financial performance has also reflected the challenges facing the sector. Beyond reported that its net revenue declined by 13.3% year-on-year in the third quarter of 2025, while the company’s share price has fallen significantly since its early post-IPO peak.

Shares have traded below US$1 since the beginning of 2026, highlighting the pressure the company has faced amid shifting consumer sentiment.

Despite the challenges, Brown has expressed confidence that plant-based protein products will remain an important part of the long-term food landscape.

He said plant-derived protein alternatives are likely to become a far more prominent dietary choice over the coming decades, even if the category is currently experiencing a period of uncertainty.

Plant-based meats, he suggested, are navigating a transitional phase as consumer understanding of the products continues to evolve.

In the meantime, the company is looking to diversify its offerings beyond traditional meat substitutes.

Beyond has recently introduced new products that move outside its original category, including a sparkling protein beverage called Beyond Immerse, launched earlier this year. The drink is available in multiple flavors and offers protein levels of either 10 grams or 20 grams per serving.

The move reflects a broader effort by the company to apply its research and development capabilities to a wider range of plant-based foods and beverages.

Brown has emphasized that the company’s experience with plant proteins and plant-derived ingredients could allow it to innovate in new product categories beyond meat alternatives.

“We have tremendous innovation capabilities, and I want to make sure that those are being put to the best use for the consumer,” Brown told investors in a previous earnings call.

Industry observers have noted that several companies in the plant-based sector are exploring similar diversification strategies as they adapt to changing market conditions and consumer preferences.

By expanding into new plant protein formats while continuing to develop its meat alternatives, Beyond appears to be positioning itself as a broader platform for plant-based food innovation rather than a single-category brand.