Beyond Meat Shakes Up Strategy in Protein Drink Play

The plant-based meat pioneer is buying into the ongoing protein craze, as brands like Starbucks implement their own dedicated protein beverages

Beyond Meat is expanding beyond the plant-based meat-substitute category and entering beverages in a major product shakeup.

Its new drink line, Beyond Immerse, features sparkling beverages that provide 10 or 20 grams of protein across three flavors: peach mango, lemon lime and orange tangerine. The beverages will be available for a limited time on the brand’s direct-to-consumer site, Beyond Test Kitchen.

But consumers won’t just get protein from Beyond’s beverages — the drinks also feature seven grams of fiber, reflecting the increasing trend of “fibermaxxing,” where consumers are looking to maximize their fiber intake for gut health and overall well-being.

“With Beyond Immerse, we are bringing our pioneering expertise in unlocking the power of plants to a functional beverage line,” said Beyond Meat founder and CEO Ethan Brown. “Our intent is simple: immerse the consumer in the remarkable nutrition of plants — from protein to fiber, with the addition of antioxidants and electrolytes — all in a single refreshing and satisfying 12-ounce drink.”

The Beyond Immerse drinks also provide Vitamin C, antioxidants and electrolytes. The protein is derived from plant-based pea protein, with no added sugar alcohols either.

“Beyond Immerse has been specially and carefully designed to provide nutrients that are critical to muscle health, gut health, and immune function,” Brown added.

With its new foray into the beverage market, Beyond is buying into the ongoing protein craze, as brands like Starbucks implement their own dedicated protein beverages.

However, experts are predicting that protein could be on the downswing in the near future as consumers eye fiber instead.