Beyond Meat Tests Protein Drinks as Plant Brands Look Elsewhere

Beyond Meat’s January protein drink launch highlights how plant brands are cautiously testing new formats beyond burgers

16 Jan 2026

Beyond Meat has moved into protein beverages, signalling a cautious shift by plant-based meat companies as the rapid growth that once defined the sector begins to slow.

The US-based group launched a line of protein drinks in mid-January, marking its first major step outside the meat-alternative aisle. The move does not represent a break with its core business, but reflects how established plant-based brands are testing new ways to keep protein relevant to consumers’ daily routines.

Plant-based meat helped bring alternative proteins into the mainstream over the past decade. But recent industry data shows sales growth has cooled from the highs seen during the pandemic-era surge, forcing companies to reassess where future demand may come from.

Protein itself remains resilient. Consumers continue to seek it for fitness, nutrition and convenience, particularly in products that require little preparation. Ready-to-drink shakes already serve that purpose for many shoppers, making beverages a logical extension for plant-based brands.

Beyond Meat chief executive Ethan Brown said the company was aiming to reach consumers through habits they already have, rather than asking them to rethink meals, according to comments reported by AP News. The strategy reflects a broader effort to integrate plant protein into everyday consumption, rather than positioning it solely as a substitute for meat.

From a commercial perspective, beverages offer different economics from refrigerated meat alternatives. They are typically easier to manufacture, transport and store, and may attract consumers who are curious about plant protein but less committed to meatless diets. Rival groups such as Impossible Foods have also indicated interest in expanding beyond traditional meat substitutes, suggesting a wider shift across the industry.

The challenges are significant. The protein drink market is crowded and dominated by established dairy-based brands. Nutrition claims are closely scrutinised, shelf space is limited and customer loyalty is hard to secure.

The launch, however, points to a broader change in how plant-based companies view their products. Rather than treating plant protein as a single category defined by burgers and sausages, brands are increasingly positioning it as a flexible ingredient that can move across formats. Whether that approach can reignite growth will depend on execution, consumer trust and the ability to adapt to changing eating habits.