Plant-based meat company Beyond Meat has announced it is rebranding to Beyond.
In the announcement, Beyond stated: “For years, Beyond and its chief competitor Impossible Foods helped define the alt protein movement, transforming the meat aisle with burgers that sizzled, bled, and tasted uncannily like beef. But as consumer excitement cooled, critiques emerged: overly processed, taste fatigue, unmet health expectations. Beyond’s response? Don’t just imitate meat, innovate beyond it.”
It continued, “the company’s new strategy includes product lines that aren’t constrained by expectations of flavor replication. From veggie forward sausages to a secret post workout product with 30 grams of protein and zero fat, Brown (the founder of the company) is focused on occasions, not imitations.”
Beyond continues by explaining that its new focus will be on clean and functional nutrition, and that its products do not include added oils, cholesterol or saturated fat. While not confirmed, Brown suggested that the company will now focus on the entire grocery store, not just the meat aisle, by expanding its plant protein offerings.
Why this is motivation for poultry producers
Beyond’s new focus on “clean nutrition” creates opportunities for poultry producers.
The emphasis on simplicity is a bit contradictory. Even if Beyond’s products have simplified ingredients, they still require multiple ingredients. I counted 17 on its burger product.
While chicken processing is industrial in scale to satisfy the growing demand, it is still just one ingredient – chicken. Poultry producers should lean into this authenticity advantage.
According to data Beyond cites, 44 percent of Americans now want to increase their protein intake. Producers should continue to emphasize chicken’s complete amino acid profile and simplicity over plant proteins, as well as invest in product innovation to leverage poultry’s versatility.
At the end of the day, the rebranding move is due to the company’s financial losses, as most consumers didn’t love their original imitation meat products, or never even tried them.
According to investment platform Seeking Alpha, Beyond Meat’s Q2 revenue fell almost 20 percent in 2025, with continuous losses worsening its outlook. Additionally, Beyond management gave a weak Q3 revenue outlook, announced more layoffs and even hired a Chief Transformation Officer.
The people who like plant-based meat seem to like it, but it is a very niche audience that hasn’t grown much.
