Beyond To Drop ‘Meat’ As Part Of Major Rebrand, Says CEO Ethan Brown

Beyond Meat CEO Ethan Brown has announced that the company will be rebranding by dropping “Meat” from its name to highlight plant proteins as more than just alternatives to animal products. The company has introduced a new product, Beyond Ground, made with just four ingredients that boasts more protein than animal-based ground beef. Beyond Ground is versatile and not meant to mimic any specific animal protein, featuring 27g of protein, 4g of fiber, and 140 calories per serving.

In a recent interview, Brown hinted at future product launches focused on “clean” ingredients and nutrient-density, such as lentil hot sausages or chickpea hot dogs. Beyond Meat has also secured up to USD $100 million in new debt and plans to prioritize “radical transparency” and functional proteins moving forward. The company aims to revolutionize protein consumption by offering plant-based alternatives for daily protein intake, rather than just center-of-the-plate replacements for animal proteins.