Beyond bets on functional beverages with plant-based protein drinks
The US firm expands beyond meat mimicry for the first time amid declining sales
Key takeaways
- Beyond enters the functional beverage space with Beyond Immerse, a plant-based, high-protein, low-calorie RTD drink.
- The launch taps major growth trends, including protein fortification, gut health, and GLP-1–friendly nutrition.
- Beyond is targeting the fast-growing functional beverage market — projected to reach ~US$78 billion by 2030.
Beyond (formerly Beyond Meat) has entered the functional beverage category with a new plant-based protein drink — branded Beyond Immerse. The Beyond Burger manufacturer, founded in 2009, has turned to product diversification and faster-growth markets after years of declining revenue and weakened demand for plant-based meat alternatives in the US.
Beyond Immerse consists of plant protein, fiber, antioxidants, and electrolytes, tapping into the rising demand for high-protein, functional beverages. The line debuts in three flavors: Peach Mango, Lemon Lime, and Orange Tangerine.
“With Beyond Immerse, we are bringing our pioneering expertise in unlocking the power of plants to a functional beverage line,” says Ethan Brown, Beyond Meat’s founder and CEO.
“Our intent is simple: immerse the consumer in the remarkable nutrition of plants — from protein to fiber, with the addition of antioxidants and electrolytes — all in a single refreshing and satisfying 12 fl oz drink.”
“Beyond Immerse has been specially and carefully designed to provide nutrients critical to muscle health, gut health, and immune function.”
Beyond repositions as protein innovator
In mid-2025, the California-based firm dropped “Meat” from its name as part of a strategic rebrand. The company wants to be known as a plant-based protein innovator, producing whole-plant proteins, and not just to mimic meat textures.
Innova Market Insights identified “Powerhouse Protein” as its top industry trend for 2026, finding that nearly 60% of global F&B consumers report actively increasing their protein intake. Beyond Immerse provides two options: 10 g protein/60 calories or 20 g protein/100 calories.
The high-protein, low-calorie formulation is likely to appeal to GLP-1 consumers, who seek smaller, nutrient-dense products to support muscle maintenance.
Beyond enters the functional beverage market with a plant-based, high-protein, low-calorie drink aimed at trends in protein, gut health, and GLP-1 nutrition (Image credit: Beyond).
Beyond’s functional beverage taps into several other leading trends identified by Innova — notably “Gut Health Hub,” “Beverage with Purpose,” and “Authentic Plant-based” — offering 7 g of fiber, antioxidant Vitamin C for immune support, and plant-based ingredients like pea protein and tapioca fiber.
According to the market researcher, more than half (59%) of global consumers say they believe gut health is very important for the entire body. Its data shows a 42% increase in F&B launches tracked with a gut or digestive health claim (Global, Jul 2023–Jun 2024 vs. Jul 2024–Jun 2025).
Unlike dairy-based RTD shakes or ultra-clear protein waters, Beyond Immerse sits at the intersection of fiber-forward, plant-based, and low-calorie functional beverages.
High growth expected in functional beverages
Beyond’s repositioning as a plant-based protein innovator could help reengage consumers and investors and boost the company’s valuation, which has dropped roughly 96% since its 2019 IPO.
In Q2 2025, Beyond reported net revenues of US$75 million, a 19.6% decrease from the prior year. In Q3 2025, Beyond Meat’s US retail channel net revenues were down about 18.4% year over year.
Good Food Institute’s (GFI) retail data analysis suggests that plant-based meat and seafood sales in the US declined by about 7% in 2024, with unit sales down by roughly 11%. Plant-based meat and seafood accounted for 1.7% of total packaged meat dollar sales in 2024 in the country.
Unlike the US, European markets continue to show steady retail growth and strong future projections. GFI Europe told us how meat prices increased in 2025, while the cost of plant-based options did not rise as quickly, showing how plant-based foods can help promote healthier diets and ease consumer price pressures.
The global functional beverage market, which Beyond is betting on with its first non-meat alternative product, is expected to grow significantly. According to Grand View Research, the US market is expected to reach ~US$78 billion in revenue by 2030 at an 8.3% compound annual growth rate.
Beyond Immerse is available exclusively for a limited time on Beyond Test Kitchen — Beyond’s direct-to-consumer site and destination for early access to new product innovations and limited-time drops.
