Beyond Meat Launches Protein Drinks

Edited by The VEGPRENEUR Team

Beyond Meat is expanding into the beverage category with the launch of Beyond Immerse, a new line of plant-based protein drinks.

Beyond Meat, a brand once synonymous with plant-based burgers and sausages, has officially entered the functional beverage category with its first non-meat product: a line of sparkling protein drinks called Beyond Immerse. This strategic move signals a broader shift in the company’s growth playbook, tapping into booming demand for portable, plant-powered nutrition amid broader challenges and slower growth in plant-based meat segments.

What Is Beyond Immerse?

Beyond Immerse is a plant-based protein beverage line designed to offer refreshing, health-forward nutrition on the go. Rather than heavy, creamy shakes, these are sparkling drinks that combine:

Pea-derived plant protein available in 10g or 20g per 12-oz can
7g of fiber from tapioca to support gut health
Added antioxidants, Vitamin C, and electrolytes for immune and hydration support
Three vibrant fruit flavors: Peach Mango, Lemon Lime, and Orange Tangerine
Low calories: ~60–100 calories per can
No GMOs or sugar alcohols.

The product is launching exclusively on Beyond Meat’s direct-to-consumer platform, Beyond Test Kitchen, for a limited time, allowing the company to test consumer response before potentially broader distribution.

Why the Move Matters

This launch is significant for several reasons:

1. It’s a Departure From Core Products

Beyond Meat’s first non-meat product in 17 years marks a meaningful expansion beyond traditional plant-based meat analogues. With Beyond Immerse, the brand is no longer confined to burgers or sausages; it’s moving into functional nutrition and beverage channels, where protein demand is surging.

2. Protein Drinks Are Trending Big

While the alt-meat category has struggled with waning consumer enthusiasm and declining sales, the protein beverage segment has seen rapid growth. Functional drinks that combine protein with gut-health and performance benefits appeal to health-conscious consumers who want quick, portable nutrition, especially outside traditional meal occasions.

3. A Strategic Brand Pivot

Beyond Meat’s expansion into beverages aligns with its evolving brand identity. The company has been gradually shifting focus from just replacing meat toward highlighting broader plant protein benefits, including muscle support, fiber, immunity, and overall wellness. This product plays directly into that repositioning, potentially helping the brand stay relevant as eating patterns evolve.

What This Means for the Plant-Based Industry

Beyond Immerse’s launch offers key insights for entrepreneurs and brands in the vegan/alt-protein space:

Diversification is increasingly essential. As plant-based meat experiences a slowdown, companies are innovating across categories from beverages and snacks to functional foods to stay connected with consumers’ lifestyle goals.
Wellness + convenience = market potential. Busy consumers are looking for products that support performance, energy, and gut health without sacrificing taste or convenience, a space where functional drinks thrive.
Innovation can redefine legacy brands. Beyond Meat’s pivot shows that even established plant-based brands can reinvent themselves beyond their original product archetype by leveraging core competencies here, plant protein expertise into new formats.

Looking Ahead

Beyond Immerse might initially be a limited release, but its implications are larger: if well-received, it could set the tone for additional plant-based, performance-oriented beverages in the Beyond portfolio and encourage broader adoption of plant protein outside traditional meal settings.

For plant-based innovators, the takeaway is clear: the future of plant protein isn’t just what’s on the plate, it’s also what’s in the bottle.