Beyond Meat has extended its drinks line Beyond Immerse into energy, with the launch of a line of beverages containing protein and added caffeine.
The group, has described its new range as “a sparkling protein drink” which combines “plant protein, fiber, antioxidants, electrolytes, and caffeine from coffee beans and guarana extract”.
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Its Beyond Immerse Protein + Energy range is said to have 160mg of caffeine per serving, the group said in a statement.
They are also “made with electrolytes”, contain 20g of protein sourced from peas and 5g of fibre per can from tapioca, and also carry an “excellent source of antioxidant Vitamin A from Beta-Carotene”.
Beyond Meat, which also calls itself Beyond the Plant Protein Company, has launched the range through its direct-to-consumer website.
Its new drinks come in flavours including Cherry Berry and Watermelon Strawberry, and appear to retail at $45.99 for a pack of 12 12 fluid ounce cans.
Ethan Brown, Beyond Meat’s founder and CEO, said: “We believe plants have superpowers, and few are as widely appreciated by consumers as caffeine.
“As we add energy to the Beyond Immerse portfolio, we are staying true to our approach: great taste and carefully selected, limited ingredients that help consumers thrive.”
Beyond Meat entered the drinks category at the beginning of this year with the launch of the Beyond Immerse line of “plant protein” beverages, a move which at the time surprised some industry watchers.
The drinks were initially launched through its own website but the group then secured a retail distribution deal for the line in April with Big Geyser, a New York-based distributor of non-alcoholic drinks.
Alongside the latest protein energy range, the group also announced three new flavours under its Beyond Immerse line: Watermelon Strawberry, Limoncello Ginger and Yuzu Grapefruit.
The business was set up in 2009 with a focus on plant-based meat but has been expanding its product range as it grapples with declining sales of meat alternatives.
CEO Brown has previously said he expected his company’s protein drinks will be “one of the best” on the market.
