Beyond Meat is introducing a sparkling beverage line as the plant-based meat company looks to further capitalize on consumer demand for protein.
Beyond Immerse is a flavored sparkling beverage that includes protein from plants and 7 grams of fiber, as well as added antioxidants and electrolytes. Beyond Meat is billing the product as an alternative to heavy-protein shakes, with the benefits of supporting muscular health, gut balance and immune function.
The drinks will be available for a limited time starting Jan. 15 through Beyond Meat’s e-commerce platform, Beyond Test Kitchen. The drinks include options for 10 grams of protein and 20 grams of protein. Beyond Immerse is available in three flavors: peach mango, lemon lime and orange tangerine.
Beyond Meat is tapping into the protein boom as more consumers look to load up on the nutrient.
Beverage companies, in particular, have added more protein to some of their products, including Starbucks Coffee and Propel. Similarly, functional ingredients such as fiber, antioxidants or electrolytes are popular among shoppers looking for targeted health and performance benefits.
Beyond Meat is expanding into a new segment as the plant-based category struggles with waning consumer demand. In its third-quarter results released in November, the company saw net revenue fall 13% year over year.
Even though plant-based meat also contains protein, the sector has struggled to drive awareness and acceptance. This stands in sharp contrast to protein beverages, which grew 122% between 2020 and 2024, according to Innova Market Insights.
Many consumers don't think of plant-based meat as high in protein, according to a report from the Good Food Institute, requiring companies to change their messaging or branch out into new segments.
“We have developed tremendous expertise in bringing the nutrients in plants to the consumer using clean and simple ingredients, for over 17 years now,” a Beyond Meat spokesperson said in an email to Food Dive. “The consumer is now increasingly looking for protein outside of the center of the plate, and plants can deliver it within an overall package.”
Competitor Impossible Foods is also broadening its protein ambitions as a way to strengthen its position. Impossible recently inked a partnership with protein bread maker Equii to create more products beyond plant-based burgers or sausages that contain the popular nutrient.
