Beyond Meat is changing its brand to just Beyond.<\/p>\n
The El Segundo maker of plant-based proteins that look and taste like meat changed its website and social channels last week to reflect its new full name: Beyond the Plant Protein Co. <\/p>\n
\u201cWe are not moving away from making plant-based meat. This is a strategic expansion of our portfolio into additional protein categories,\u201d Beyond spokesperson Shira Zackai said in an email. <\/p>\n
In an Instagram post announcing the change, the company repeatedly described its products as \u201cclean.\u201d<\/p>\n
\u201cWe start at the farm with clean and simple, non-GMO ingredients like yellow peas, red lentils and faba beans,\u201d the post read. \u201cWe love clean protein and fiber.\u201d<\/p>\n
In an August quarterly earnings call, Beyond Chief Executive Ethan Brown said the shortened name \u201cprovides for reduced emphasis on facsimile, a now-complicated frame that overshadows the real, high-quality protein offerings we provide to consumers.\u201d <\/p>\n
The change also would give the company more freedom to \u201cmeet broader consumer protein needs,\u201d Brown said on the call.<\/p>\n
The rebranding is part of a pivot to underscore its strength in protein, which is hot right now. <\/p>\n
The company launched a line of sparkling protein beverages in January. It plans to launch a protein bar this summer. <\/p>\n
Beyond, founded in 2009 and known primarily for its pea-protein burger patties and steaks, has had some turbulent times recently.<\/p>\n
In October, the company\u2019s stock collapsed<\/a> to less than $1 per share after a debt deal, down from its peak of nearly $235 per share in 2019. <\/p>\n Its products were in high demand early on during the pandemic, but inflation at the supermarket has made U.S. consumers less willing to spend on premium-priced products. <\/p>\n It reemerged as a meme stock later that month \u2014 with shares briefly shooting to a high of $3.62 \u2014 but the mania quickly faded. The shares fell to 76 cents Monday. <\/p>\n The company\u2019s current struggles come amid a viral \u201cproteinmaxxing<\/a>\u201d diet trend \u2014 one that nutrition experts<\/a> have cautioned against. <\/p>\n Meat sales are on the rise: in 2025, Americans bought 2% more meat by volume than they did in 2024, according to a report <\/a>last week from the Meat Institute and FMI \u2014 the Food Industry Assn. <\/p>\n