Beyond Meat is going where it has never gone before, releasing its first non-meat product—a beverage named Beyond Immerse. This is an exciting and important step forward in the company’s 17-year history. Now they are expanding their product line even further, beyond just traditional meat alternatives. The new beverage is clearly aimed at the growing consumer demand for protein-packed products. It becomes a part of recent wave in which other prominent brands including Starbucks and Dunkin’ have delivered their own protein drinks.
Beyond Immerse gets its protein from peas. This plant-based alternative aligns with the increasing health-oriented consumer mentality. The beverage comes in two distinct options: one containing 10 grams of protein and 60 calories, and another featuring 20 grams of protein and 100 calories. Both versions deliver 7 grams of fiber to promote healthy digestion. For starters, they’re loaded with Vitamin C and electrolytes, and that’s what makes them so much more nutritious.
Available for a limited time on Beyond Meat’s new direct-to-consumer website, Beyond Test Kitchen, Beyond Immerse reflects the company’s strategic move towards expanding its offerings. This direct-to-consumer strategy provides fast consumer feedback, making it easier to adapt quickly to what people want.
Ethan Brown, founder and CEO of Beyond Meat, described the company’s mission with this launch.
“That’s really around broadening the aperture of our business. We have tremendous innovation capabilities and I want to make sure that those are being put to the best use for the consumer.” – Ethan Brown
Beyond Immerse’s launch is part and parcel with many companies’ efforts to adapt to changing consumer habits. In fact, according to a recent report by Circana, almost half of Americans are currently looking to boost the amount of protein in their diets. Shira Zackai, an artist and activist deeply involved in the initial development of Beyond Immerse. She put a fine point on the company’s deep commitment to leveraging its leadership in plant-based nutrition.
“We’re really have developed tremendous expertise in bringing the nutrients in plants to the consumer.” – Shira Zackai
Now, Beyond Meat is taking its big steps past meat-alternatives. This pivot beyond Immerse speaks to the company’s innovative spirit and willingness to adapt in the incredibly competitive marketplace for XR. Unlike many other superfood beverages, this is not a smoothie or meal replacement. Instead, it acts as a valuable, hydrating alternative to sugary drinks, offering a source of protein and key nutrients in every delicious sip.
