Beyond Meat drops the ‘Meat’ from its name as it expands to plant-based drinks and snacks

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Category: Business

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Unlocking Word Meanings

Read the following words/expressions found in today’s article.

  1. plant-based / ˈplæntˌbeɪst / (adj.) – made mainly from plants rather than from meat or other animal products
    Example:

    The restaurant now offers several plant-based dishes.


  2. tender / ˈtɛn dər / (n.) – a small, soft piece of meat, especially chicken, that is usually fried or baked
    Example:

    The restaurant serves crispy chicken tenders with fries.


  3. pivot / ˈpɪv ət / (n.) – a clear or important change in direction, plan, or strategy
    Example:

    The company made a pivot from selling products in stores to selling online.


  4. skyrocketing / ˈskaɪ rɒk ɪt ɪŋ / (adj.) – increasing very quickly and by a large amount
    Example:

    The government is worried about skyrocketing food costs.


  5. scrutinize / ˈskrut nˌaɪz / (v.) – to examine something very carefully, especially to find mistakes or details
    Example:

    The hiring manager scrutinized all the applicants’ qualifications.


Article

Read the text below.

Beyond Meat is dropping “Meat” from its name as it moves beyond the struggling market for plant-based burgers, sausages, and tenders and expands into new categories like protein drinks.


The company, rebranded as Beyond The Plant Protein Co.—or simply Beyond on its packaging—changed its website and social media channels. Beyond introduced its first beverage, a sparkling protein drink called Beyond Immerse, in January and plans to release a protein bar this summer.


The refresh could be critical for the brand. U.S. sales of plant-based alternatives to meat are flagging and have dragged Beyond down with them. The company’s net revenue dropped 14% in the first nine months of 2025. Its shares have been trading below $1 since the start of this year.


“For me, it is an opportunity to reshape the company around very real food that is directly from plants,” said Beyond President and CEO Ethan Brown, who founded the company in 2009. “It’s about delivering all those benefits of the plant kingdom to the consumer in ways that they’re going to be able to easily integrate it into their lives.”


Beyond is not the only vegan food company making a pivot. Consumer demand for protein is skyrocketing, and several companies are scrambling to serve up more plant-based options.


Eat Just, which makes plant-based eggs, introduced a protein powder made with mung beans last spring. In January, Impossible Foods announced a partnership with Equii Foods to develop protein-packed breads and pastas. Silk, a plant-based dairy brand, also unveiled a protein drink in January.


Chris Costagli, a food thought leader at NielsenIQ (NIQ), said plant-based brands have struggled in recent years as customers scrutinized their labels and found unfamiliar ingredients, added sugars, or high sodium content.


After peaking in 2020, U.S. retail sales of plant-based meat have plummeted, falling 26% over the last two years, according to NIQ.


“There’s a lot of fillers and gums and texturizers and things that give those products a more familiar feel,” Costagli said. “I think as people have been paying closer and closer attention to what they’re actually ingesting, it’s causing some products to stumble.”


This article was provided by The Associated Press.


Viewpoint Discussion

Enjoy a discussion with your tutor.

Discussion A

  • Beyond Meat is dropping “Meat” from its name to reflect new products and reach more consumers. Do you think changing a company’s name can really change people’s opinions about it? Why or why not? Can you think of a time when a brand or product you liked changed its name or image (ex. Faceboook to Meta, Dunkin’ Donuts to Dunkin’)? How did it affect your view? Discuss.
  • According to Beyond President and CEO Ethan Brown, the change in the company’s name is “an opportunity to reshape the company around very real food that is directly from plants.” How important is it for a company to pivot to a direction that consumers are going? Discuss.

Discussion B

  • Beyond’s CEO wants people to easily integrate plant foods into their lives. Do you think it is easy or difficult to eat healthy foods every day? Why? How do convenience and taste affect your choice of healthy foods? Discuss.
  • Besides Beyond, there are many other vegan food companies, such as Eat Just and Impossible Foods. As a consumer, do you like buying vegan products that taste like meat from these companies? Why or why not? In your opinion, which is a healthier option: eating natural foods, like fruit and vegetables, or vegan products that taste like meat? Why is that? Discuss.