Beyond Meat Expands Protein Drinks Line After ‘Strong Consumer Response’
Beyond Meat has added four new flavours to its plant-based protein drinks range, Beyond Immerse, whose initial drop sold out within days.
Just a month after its surprise foray into the beverage category, plant-based pioneer Beyond Meat has expanded its line of clear protein drinks with four new flavours.
The company is building on “early momentum” for Beyond Immerse, which initially launched in peach-mango, lemon-lime and orange-tangerine variants with two levels of protein (10g and 20g).
Now, Beyond Meat has introduced cherry-berry, strawberry lemonade, piña colada, and cucumber-grapefruit flavours for its sparkling beverage. They’re available for a limited time on the experimental Beyond Test Kitchen website.
“Available in 10g and 20g protein varieties and packed with 7g of fibre, antioxidants, and electrolytes, Beyond Immerse fuels and nourishes the body,” said founder and CEO Ethan Brown. “We can’t wait for consumers to experience the new flavours for themselves.”
Beyond Immerse dips into demand for lighter protein formats
The Beyond Immerse drinks are made from a base of hydrolysed pea protein and soluble tapioca fibre, with a small amount of tartaric, ascorbic and citric acids, stevia leaf and monkfruit extracts, natural flavours, and vegetable juice or beta-carotene for colour.
They contain 60-100 calories per 12oz can, vitamin C for immune support, and no genetically modified organisms or sugar alcohols. They’re designed to support muscle growth and a balanced gut, playing into the demand for protein- and fibre-rich consumables in the US, fuelled by the rise in GLP-1 use, health trends like fibermaxxing, and the new national dietary guidelines.
The share of Americans taking Ozempic, Mounjaro and other similar drugs doubled from 5.8% in early 2024 to 12.4% in summer 2025. That has pushed food companies to tweak their offerings to offer more protein, since GLP-1 users witness a 25-40% decrease in muscle mass over eight to 16 months (much more so than non-medicated weight loss approaches and age-related muscle loss).
At the same time, nearly three in five (57%) Americans plan to prioritise protein this year to increase energy (52%), build strength (51%), and manage weight (48%).
Protein-fortified products, like beverages, are ascendant. With clear proteins, fat, carbs, and other non-protein components are all filtered out, and the resulting powder is more soluble in water, lighter on the stomach, and faster to digest than conventional formats.
Between 2020 and 2024, the number of high-protein drinks on the market grew by 122%. And while only 6% of consumers currently drink protein-boosted sparkling beverages, twice as many say they’re open to buying these products in the future, according to polling by Numerator.
“Unlike powders, fortified snacks and beverages face fewer headwinds around price perceptions and being artificial for the health-conscious consumer,” its analysts explain.
Early success of protein drinks a welcome win for Beyond Meat
Beyond Immerse’s new flavours are available in variety packs of 12, priced between $32.95 and $37.95, depending on the protein content.
“Beyond Immerse represents a meaningful next chapter for our brand as we expand beyond centre-of-the-plate protein,” said Brown. “We challenged ourselves to redefine the protein drink, designing a beverage that immerses the body not only in protein but more broadly in the remarkable power of plants.”
It’s the latest effort by the El Segundo-based company to turn its fortunes around. In 2025, its sales continued to decline, and its stock price fell to an all-time low, thanks to a debt restructuring deal, a meme stock frenzy, and rumours of bankruptcy.
Over the last year, it has diversified its portfolio to offer more than just the meat alternatives it gained fame for. The firm launched a clean-label Beyond Ground line of minced products made from just four ingredients, featuring a fava bean base, before moving into the drinks space.
Brown, who expressed “genuine optimism and excitement” about Beyond Meat’s future in its Q3 2025 earnings call, has said the company intends to drop the word ‘Meat’ from its branding, teasing potential products like chickpea hot dogs and lentil sausages.
The expansion of the Beyond Immerse line is a rare positive in its recent history, with the Nasdaq-listed business citing “strong consumer response” behind the decision. The first drop of the original flavours, in fact, sold out within days.
It is among several brands innovating with protein-fortified sodas and fizzy drinks in the US, including Barebells, Bucked Up, Clean Simple Eats, Applied Nutrition, and PlantFusion.