Exclusive: Beyond Meat is ditching ‘Meat,’ pivoting to Beyond

Beyond Meat is rebranding as simply "Beyond" to focus on plant-based proteins themselves, moving away from mimicking animal products. CEO Ethan Brown is personally committed to this shift, consuming fava beans, the main ingredient in their new Beyond Ground product. This strategic change allows Beyond to compete across the entire grocery store, not just the meat aisle. The company's new direction is influenced by the agricultural and health benefits of plant proteins, inspired by historical figures like Roman gladiators. Beyond Meat, once a pioneer in the alt-meat industry, has seen its valuation decline due to factors like product fatigue and unmet taste expectations. Brown believes the industry was hampered by a focus on technology and mimicry, drawing attention away from the core plant ingredients. He cites the need to move beyond the "center of the plate" and embrace plant proteins in various forms. The new Beyond Ground product features a clean ingredient list, including fava beans, potato starch, water, and psyllium husk, offering more protein than beef per serving. Brown envisions Beyond creating products like lentil sausages and chickpea hot dogs, catering to different eating occasions. He hints at a new high-protein, zero-fat packaged good that will be a departure from previous offerings. The company's pivot aligns with the growing "protein arms race" in the wellness and fitness industries, where consumers prioritize functional foods and macronutrient ratios. Beyond aims to offer authentic plant protein experiences, contrasting with what Brown sees as a nostalgic and misperceived "natural" America. He believes the company can compete with new recovery snack brands by focusing on the inherent strengths of plant proteins.