Plant-based alt-meat alternative producer Beyond Meat will be changing its brand name to Beyond in a move to focus on alternative proteins as a whole.
The company aims to reiterate how it builds its products directly from plants as opposed to mimicking meat products.
The decision follows financial difficulties faced by the California-based brand and will allow the company to compete for more of the protein market.
The brand will launch its new Beyond Ground product this month, a more sustainable ground beef alternative that consists of fava beans, potato starch, water, and psyllium husk.
The new offering is a result of high consumer demand for more familiar ingredients, simpler production processes and a reduced focus on meat imitation.
“The process of helping people transition from meat-heavy to more plant-based diets requires a number of approaches, including options that look and taste familiar to consumers,” said Julian Cottee, senior corporate engagement manager at ProVeg International, to Food Ingredients First.
“The more options on the table, the better.”
