With A Rebrand & Clean-Label Push, Can Beyond Meat Revive US Interest in Plant Protein?

Beyond Meat is undergoing a rebrand and clean-label push in an effort to revive US interest in plant protein. The company has expanded its Clean Label Project Certified portfolio to include over 20 products, including protein drinks, and is now positioning itself as a Plant Protein Company. This move comes after a period of declining sales for the company, leading to a rebrand and a focus on cleaner ingredients to appeal to consumers' growing interest in clean-label products.

The clean-label trend has been driven by concerns about ultra-processed foods and consumers' desire for products with simpler, more familiar ingredients. Beyond Meat's clean-label certification aims to address consumer concerns about the ingredients in plant-based meat alternatives and set a new benchmark for transparency and purity. With the rebrand, new products, and expanded clean-label portfolio, Beyond Meat is hoping to regain its stride and attract consumers back to the plant protein category.