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Beyond Meat Moves from Burger to Can

Beyond Meat Moves from Burger to Can visual media slide

Beleaguered Beyond Meat is no longer just trying to fix dinner with its plant-based meat, it’s coming for your drink can. The company has launched Beyond Immerse, a sparkling functional beverage line full of plant protein, fibre, antioxidants and electrolytes, positioning it as a lighter alternative to heavy protein shakes. Three flavours, two protein tiers (10g and 20g), and a limited-run release via the Beyond Test Kitchen from January 15. On the surface, it looks like innovation. Underneath, it looks like survival.


This move lands at a fragile moment for plant-based meat. Beyond’s Q3 revenue dropped 13% year-on-year, and the category is still fighting a perception problem with consumers not instinctively associating plant-based meat with protein. Meanwhile, protein beverages have surged 122% between 2020 and 2024 according to Innova Market Insights. In other words, Beyond isn’t just launching a drink, it’s stepping into a faster-moving lane where protein is already understood, accepted, and commercially rewarded.


So is this diversification, or a quiet admission burgers alone won’t rebuild growth? The subtext is hard to miss as consumers increasingly want protein “outside the centre of the plate.” If plant-based meat can’t own the protein narrative, Beyond is betting functional beverages can—bringing the brand into everyday health rituals rather than weekend barbecues.



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