Beyond Meat has launched its Beyond Immerse line of sparkling protein beverages in the retail market through a partnership with Big Geyser, a major non-alcoholic beverage distributor in New York. The drinks, which contain 10-20g of protein and 7g of fiber per 12oz can, are aimed at meeting the increasing demand for protein and fiber in the US market, particularly among GLP-1 users.

The distribution deal will see the drinks available in three flavors initially, with plans for expansion. Beyond Meat's move into the protein drink category comes amidst a decline in sales for its core meat alternatives, prompting a shift towards offering protein-packed options beyond meat mimics. The company sees this expansion as an opportunity to introduce consumers to its brand, clean ingredients, and commitment to health in a convenient and less controversial product like Beyond Immerse.