Beyond Meat has struck a retail distribution agreement for its protein drinks line Beyond Immerse with New York-based non-alcoholic drinks distributor Big Geyser.
The Beyond Burger producer, a major name in plant-based meat, carried out a test-launch of its “plant protein” beverages earlier this year through its direct-to-consumer site.
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In a statement yesterday (16 April), Beyond Meat said the distribution agreement “unlocks access” to more than 26,000 outlets in the New York metropolitan area.
These outlets include grocery, drug, convenience, mass merchandisers and foodservice channels.
Beyond Meat founder and CEO Ethan Brown said: “We designed our beverage platform to immerse the body in the extraordinary nutrition of plants, and with Big Geyser’s scale and execution, we look forward to helping consumers in one of the country’s most important markets refresh, refuel, and ‘Go Beyond’ this summer.”
The Beyond Immerse is available in Peach Mango, Strawberry Lemonade and Cherry Berry flavours.
Each flavour contains 20g of protein, 7g of fibre and 100 calories, with protein sourced from peas and fibre from tapioca.
The drinks also contain vitamin C and electrolytes and are said to be free from sugar alcohols, dairy and whey protein.
In a recent earnings call, the company was pressed on its plans to launch the product beyond its own DTC service. In response, CEO Brown, who is also the company’s founder, said the business would go “step by step”.
He then said the business would be “getting feedback from the consumer, making adjustments and then you’ll see us go into a particular regional distribution, likely emphasis on natural [stores] and then into mass [outlets]”.
Big Geyser’s distribution portfolio includes brands like Celsius, Poppi, C4, Bloom, Essentia Water and Just Ice Tea. It services customers across New York City’s five boroughs and surrounding counties including Westchester, Putnam, Nassau and Suffolk.
Commenting on the latest tie-up, Big Geyser president and COO Jerry Reda said Beyond Meat’s drinks line “is unlike anything else in our portfolio”.
Reda added: “They’ve created a truly differentiated product that delivers on everything today’s consumer is looking for—protein, fiber, antioxidants, and electrolytes—all in a light, refreshing sparkling drink. We also value that Beyond Immerse is made with non-GMO ingredients and contains no whey protein, setting it apart from other options currently on the market.
“With more than 30 years of experience scaling leading brands, we’re excited to bring our expertise to this innovative product and help establish Beyond Immerse as the go-to protein drink on the East Coast.”
