Beyond Meat has made the surprise announcement that the US plant-based meat group has developed a range of drinks.
The Beyond Burger business, one of the major names in meat-free, is test-launching a line of “plant protein” beverages.
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Three flavours of the firm’s Beyond Immerse drinks are available “exclusively for a limited time” on Beyond Test Kitchen, its direct-to-consumer site.
The protein in the 12 fluid-ounce drinks come from peas while the products also contain fibre from tapioca, as well as electrolytes.
In a statement, Beyond Meat founder and CEO Ethan Brown said: “With Beyond Immerse, we are bringing our pioneering expertise in unlocking the power of plants to a functional beverage line. Beyond Immerse has been specially and carefully designed to provide nutrients that are critical to muscle health, gut health and immune function.”
A Beyond Meat spokesperson said consumer interest in sourcing protein from different products had sparked the move.
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By GlobalDataHowever, they were coy about whether the company wanted to roll out the product more widely.
“The consumer is now increasingly looking for protein outside of the centre of the plate, and plants can deliver it within an overall package – fibre antioxidants, electrolytes, etc – that has fantastic benefits for the human body,” the spokesperson said. “We are monitoring the launch to determine next steps.”
In any case, the development of the drinks is another sign some plant-based meat suppliers are looking to diversify as the sector faces pressure on sales.
Impossible Foods is teaming up with food-tech firm Equii to expand its protein offering beyond plant-based meat.
The move will see Impossible Foods add high-protein, grain-based bread and pasta added to its product range.
“Teaming up with Equii will allow us to deliver even more protein in a way that’s complementary to our existing plant-based proteins, starting with select grain-based breads and pasta,” Impossible Foods founder and CEO Peter McGuinness said earlier this week.
“Protein shouldn’t stop at the patty and now it doesn’t have to. Imagine having a burger where you can get meaningful protein from both the patty and the bun, bringing even more nutritional value.”
