Beyond Meat Ditches ‘Meat’ and Seeks a New Identity in the Plant Protein Market

For the first quarter of 2025 , the business reported a 9% year-on-year decrease in takings. Beyond’s stock rate has slid by roughly 95% since its 2019 IPO.

Brown attributed these challenges to weak category appetite and misinformation, particularly around plant-based products. He maintained that misperceptions about plant-based meat are a primary barrier to the business’s advance.

Widget not in any sidebars Functional foods over meat substitutes Instead of continuing to replicate animal products, the firm’s new product strategy involves exploring a broader range of plant-based proteins that can serve various consumer needs. In the interview, Brown mentioned that Beyond plans to offer products along the lines of lentil sausages and chickpea hot dogs, diverging from traditional meat alternatives . One of the business’s first new offerings under the rebrand is Beyond Ground, a product made from fava beans, potato starch, water, and psyllium husk.

The new product contains more protein per serving than beef, with a simplified component list. Brown suggested that Beyond would focus on competing across the entire grocery store, not just within the meat aisle, by offering plant proteins suitable for a variety of meal occasions. Shifting cultural perception Brown’s commitment to the new direction is evident in his personal approach to plant-based protein.

He mentioned that he has been consuming a diet largely based on fava beans , reflecting the firm’s emphasis on the nutritional value of plants. In the interview, Brown explained that the company’s shift is not only about product innovation but as well about changing the cultural perception of plant-based proteins. “Instead of thinking about a simple replacement for animal protein, what if you just thought about your daily protein consumption?

I kicked off to try to replace as much of that as I can with plant protein, any form that I could,” Brown stated.