Beyond Says It’s Dropping ‘Meat’ From Its Name to Target America’s Protein Craze

Beyond Meat is rebranding to simply 'Beyond' as it shifts its focus towards traditional plant proteins in response to falling sales and rising demand for protein. The company's CEO, Ethan Brown, cited "weak category demand" and "intense misinformation" as reasons for their recent struggles in the market. This move follows a series of product launches centered around plant-based proteins, including a new mince-like protein called Beyond Ground, which boasts high protein content and minimal additives.

The company's new mission is to serve a variety of protein occasions rather than mimic animal products, with future innovations potentially including lentil sausages and chickpea hot dogs. Despite the shift in focus, Beyond's meat portfolio will still be available, including a new whole-cut steak fillet made from mycelium. The company's rebranding reflects a strategic response to changing consumer trends and a shift towards whole, plant-based foods in the protein market.