TRENOS SiGINT: Beyond Meat Moves from Burger to Can

Analyst: Scott Mathias – January 2026

Signal

Beyond Meat has introduced Beyond Immerse, a sparkling plant-protein beverage positioned as a functional alternative to traditional protein shakes. Featuring 10g or 20g protein, 7g fibre, antioxidants and electrolytes, the product reframes Beyond’s core capability, not as meat replacement, but as plant-nutrient delivery. With protein beverages growing 122% since 2020 and plant-based meat facing category fatigue, this signals a strategic move from centre-plate disruption to everyday performance nutrition. Competitor activity (e.g., Impossible Foods partnering with Equii) confirms this is not a one-off experiment, but a broader realignment of alternative-protein brands toward adjacent categories with clearer demand signals.

Human Factor

For consumers, this isn’t about ideology, it’s about convenience and outcomes. People want protein for energy, muscle, gut health and immunity, without heaviness or moral messaging. A sparkling drink feels less like “choosing a side” in the food wars and more like upgrading a habit they already have. Beyond is meeting people where they actually live, at the gym, in the car, at the desk, not just at the barbecue.

TRENOS Metrics Snapshot

Field	Insight
Signal	Plant-based brands shifting into functional nutrition
Data Point	Protein beverages up 122% (2020–2024) – Innova
TikTok Views	High (protein drinks, gut health, “functional beverages”)
Retail Footprint	Direct-to-consumer via Beyond Test Kitchen (pilot)
Ingredient Format	Plant protein, fibre, antioxidants, electrolytes
Product Range	Beverages (10g & 20g protein), 3 flavours
Consumer Segment	Fitness-curious, health optimisers, flexitarians
Brand Origin	United States
Export Status	Not yet global
Trend Classification	Category Adjacent Expansion
System Pressure Point	Plant-based meat demand stagnation
Momentum	Medium–High
Sentiment	Cautiously positive
Where Signal Is Loudest	Functional beverages, sports nutrition, DTC
Related Links	Food Dive, Innova Market Insights, GFI

Long Play Analysis - Beyond Meat Moves from Burger to Can

Beyond’s move into beverages isn’t a brand stretch, it’s a category reset. The original plant-based narrative was about replacing meat. The emerging narrative is about delivering protein, fibre, and function wherever consumers already spend attention and money. Beverages, bread, snacks and “everyday formats” are becoming the new battleground for alternative proteins, because they require less behavioural change and face less taste comparison with animal products.

The deeper implication is that protein has become a format-agnostic nutrient, no longer owned by meat, dairy, or even shakes. If Beyond can successfully reposition itself as a plant-nutrition company rather than a meat-alternative company, it opens multiple revenue pathways that don’t rely on convincing consumers to abandon familiar foods.

But this also raises the uncomfortable question - is this diversification or survival?  In truth, it’s both. The centre-plate revolution stalled. The side-plate and pull-cap revolution is just beginning. Brands adapting their identity from “replacement” to “performance” may still win. Those that don’t may remain trapped in a shrinking category narrative.

PFN NEWS LINK

ENDS: