The leading name in plant-based meat is trying to dodge the fate that befell Yves. Its plan: stop mimicking McDonald’s and start mimicking Muscle Milk and Celsius.
Driving the news: Beyond Meat’s initial test run of its new Beyond Immerse protein soda has sold out on its website. The drink comes in two versions, promising either 10 or 20 grams of protein at either 60 or 100 calories per can — plus seven grams of fibre regardless.
Immerse is comprised of plant-based ingredients like pea protein and tapioca fibre, creating a “crisp” drinking experience that whey-based protein shakes can’t provide.
Why it’s happening: Beyond’s sales are down, it’s never turned a profit, and its shares were worthless enough to become a meme stock. But it does have unparalleled plant protein expertise, which its CEO believes could make it the “global protein company for tomorrow.” Note the word ‘protein’ and not ‘plant-based’ there.
Why it matters: The plant-based meat market has collapsed from highs earlier this decade amid skepticism about processed foods and flagging interest in reducing meat consumption. That said, with interest in protein and meat prices both elevated, there’s still room for new categories of protein alternatives to make a mark.
Our take: It’s unclear if chasing the functional drink trend is enough to turn around Beyond, but the proposition of 20 grams of protein in a 12-ounce can is admittedly intriguing. We’d try one! Probably the lemon-lime flavour.—QH
