Beyond Meat removes 'Meat' from its brand name

Beyond Meat Rebrands as Beyond

Photo credit: Christina House / Los Angeles Times

The company formerly known as Beyond Meat, headquartered in El Segundo, has officially adopted the name Beyond. This change was reflected last week across its website and social media, where the brand now appears as Beyond the Plant Protein Co.

Expanding Beyond Plant-Based Meat

According to spokesperson Shira Zackai, the company is not abandoning its plant-based meat products. Instead, the rebranding signals a strategic move to broaden its offerings into new protein categories.

In a recent Instagram announcement, Beyond emphasized the purity of its products, stating, "Our journey begins at the farm with clean, straightforward, non-GMO ingredients such as yellow peas, red lentils, and faba beans. We value clean sources of protein and fiber."

Leadership Perspective on the Name Change

During an earnings call in August, CEO Ethan Brown explained that the new name reduces focus on imitation meat, which he described as an outdated concept that detracts from the company's genuine, high-quality protein products.

Brown also noted that the rebranding allows Beyond to address a wider range of consumer protein preferences.

This shift highlights the company's commitment to protein innovation, a category currently experiencing significant interest.

New Product Launches

Earlier this year, Beyond introduced sparkling protein drinks and plans to release a protein bar in the coming months.

Company History and Recent Challenges

Founded in 2009, Beyond is best known for its pea-protein burgers and steaks. However, the company has faced difficulties recently. In October, its stock price dropped below $1 per share following a debt agreement, a sharp decline from its 2019 peak of nearly $235 per share.

Demand for Beyond's products surged during the pandemic, but rising grocery prices have made consumers less inclined to pay for premium items.

Later that month, Beyond briefly became a meme stock, with shares spiking to $3.62 before quickly falling again. As of Monday, shares were trading at 76 cents.

Protein Trends and Market Shifts

Beyond's current difficulties coincide with the rise of the viral "proteinmaxxing" diet trend, which nutrition specialists have warned against.

Meanwhile, meat consumption in the U.S. is increasing. In 2025, Americans purchased 2% more meat than in the previous year, according to a recent report from the Meat Institute and the Food Industry Association.

Policy Changes Affecting Protein Choices

In January, the Trump administration revised federal dietary recommendations, encouraging Americans to eat more meat and full-fat dairy. This move reversed previous guidance that favored plant-based proteins like peas, beans, and lentils.

Political Influence on Consumer Preferences

Some Republican lawmakers have labeled meat alternatives as "synthetic," which may have contributed to the renewed popularity of animal-based meat in American diets.