Beyond is further building out its protein portfolio with bars and powders as it looks to expand its presence in plant-based meat into more lucrative categories.
The new line, dubbed Phytosphere, is the latest move from Beyond to position itself beyond plant-based meat, a segment that has experienced steep declines while interest in protein has soared. Earlier this year, Beyond expanded into beverages for the first time and dropped the “meat” from its name to become Beyond the Plant Protein Company.
Phytosphere includes the new powders and protein bars, plus Beyond's protein drinks released earlier this year. The dissolvable powder, called Starmatter, contains 20 grams of plant protein as well as 5 grams of fiber and other added nutrients. Starmatter will be available in four flavors – vanilla, salted caramel, strawberry banana and plain.
Beyond is also launching a savory protein bar called Starcut, which is made with a plant-based jerky featuring protein and mycelium. The bars contain 17 grams of protein and 3 grams of fiber, and are available in Asada Style, Classic Dill Flavored and Spicy Southwest BBQ Style.
Phytosphere will also house Beyond Immerse, the company’s sparkling protein drinks which initially launched earlier this year. The drink line contains Peach Mango, Strawberry Lemonade and Cherry Berry flavors.
However, Beyond is not abandoning its plant-based meat roots. The company is also launching a new veggie burger called Beyond Veggie that is made with more than 10 fruits and vegetables, according to the company.
The products will be available on Beyond’s e-commerce site beginning Sept. 9.
“As we enter adjacent categories, we are not looking to repeat what has already been done. Instead, we apply a different lens,” Beyond CEO Ethan Brown said in a recent earnings call. “We seek to deliver powerful phytonutrients that are often underconsumed in modern diets but can be so essential to optimized health.”
Beyond has struggled within the last several years as the initial buzz around plant-based meat has waned. Consumers have looked for more meat and dairy as protein demand skyrockets with support from forces such as the Make America Healthy Again movement. In Beyond’s most recent earnings report, net sales decreased by 8.2% to $68.8 million.
