Ahead of NBA Finals, Beyond Meat Taps Knicks Star Josh Hart to Launch Protein Drinks in New York

Beyond Meat has introduced its Beyond Immerse line of protein drinks in New York, with NBA star Josh Hart as the brand ambassador. The drinks are now available in over 26,000 locations in the New York metro area through a partnership with Big Geyser, a large beverage distributor. The drinks contain hydrolysed pea protein, soluble tapioca fibre, and other natural ingredients, offering 10-20g of protein and 7g of fibre per 12oz can.

The introduction of Beyond Immerse comes as Beyond Meat aims to regain financial stability after experiencing a drop in revenue in Q1 2026. The company sees the protein drinks as a strategic move to tap into the growing demand for functional beverages, protein, and fibre in the US. Josh Hart, the brand ambassador for Beyond Immerse, emphasized the drink's convenience and nutritional benefits for athletes and busy individuals, offering protein, fibre, antioxidants, and electrolytes in a single refreshing beverage. The launch in New York marks a significant milestone for Beyond Meat's expansion into the functional beverage market.