Beyond Meat Brings Plant Protein Drinks to California with Erewhon Launch

Californian plant-based giant Beyond Meat is bringing its clear protein drinks to its home state, with the Beyond Immerse line now available at Erewhon stores in Los Angeles.

In a homecoming for its latest product range, Beyond Meat has rolled out its sparkling protein beverages at all 14 Erewhon stores in Southern California.

The Beyond Immerse line has been available nationwide via its direct-to-consumer website since January, but this launch marks the drinks’ first retail expansion beyond the New York metropolitan area, with the company bringing on New York Knicks star Josh Hart as brand ambassador.

Erewhon is a luxury wellness destination big on celebrity partnerships, offering Beyond a market well-suited for functional drinks that carry a premium price point and offer a host of targeted nutritional benefits.

The firm, now also called Beyond The Plant Protein Company, said the rollout into the upscale grocer represented “a shared commitment to thoughtfully crafted nutrition and products made with simple ingredients”.

Beyond Meat settles on new recipe and packaging for protein drinks

Beyond Immerse has gone through several iterations since it was first launched this year. It began with three flavours that quickly sold out, before adding four more flavours, each offered with protein levels of 10g or 20g.

After tweaking formulations and witnessing market performance, Beyond settled on three flavours for its brick-and-mortar launch: Cherry Berry, Peach Mango, and Strawberry Lemonade. It has done away with the 10g protein variant, while offering two sweetener options for each flavour.

The fizzy beverages contain 20g of pea protein and 5-7g of soluble tapioca fibre per 12oz can, while also delivering antioxidants and electrolytes. They’re sweetened either with agave or stevia leaf, in combination with monkfruit.

The company has been selling the drinks in New York since June via a partnership with Big Geyser, one of the country’s largest non-alcoholic beverage distributors. Before the rollout, however, Beyond refreshed its packaging at the distributor’s behest.

Erewhon has begun stocking the agave-sweetened cans, which feature a blue-green gradient to differentiate from the sugar-free lineup. “Bringing Beyond Immerse to Erewhon represents an exciting next step for our first functional beverage line,” said Beyond founder and CEO Ethan Brown.

“We created Beyond Immerse to deliver the superpowers of plants in one light and refreshing drink, and we look forward to bringing it to Erewhon, a retailer that has long been at the forefront of what’s next in wellness and reaches a community deeply engaged in how nutrition can support everyday life.”

Can Beyond Immerse’s Erewhon launch bring respite for plant protein giant?

The Erewhon debut comes amid Beyond’s wider financial struggles: the firm has reported revenue declines for six consecutive quarters. In 2025, its sales plunged to $275.5M, its lowest as a public company. And in the first half of this year, its net revenue has fallen by a further 11.6%, totalling just $127M.

Its share price first fell to an all-time low last year as Beyond became a meme stock and had to deny rumours of bankruptcy. It then received a delisting warning from Nasdaq after the BYND stock registered below $1 for 30 consecutive business days.

That prompted Beyond to initiate a reverse stock split that converted every 30 shares into one earlier this month. This artificially lifted the per-share price without affecting anyone’s overall stake, allowing the company to continue being listed on Nasdaq. The day of the announcement saw its stock fall to a record low of 41 cents – on Monday, it closed the day at $14.15, reflecting the impact of the stock split.

These headwinds are what led to Beyond’s pivot into the protein drinks segment, though its impact is still too early to tell. To help sell the product, it’s bringing back a playbook that brought it a lot of success in its early days as a plant-based meat company, leveraging athletes (like Hart) “who understand the superpowers of plants and what they can do to build, fuel, and restore the body”.

“As we enter adjacent categories, we are not looking to repeat what has already been done. Instead, we apply a different lens,” Brown told investors in Beyond’s Q2 2026 earnings call.

“We seek to deliver powerful phytonutrients that are often under-consumed in modern diets, but can be so essential to optimised health. Today, many products make claims that deliver a light dusting of phytonutrients, when in fact, clinically meaningful amounts are required to create useful signals in the body. Our system is intended to avoid that trap.”

The Erewhon launch does have the ingredients for healthy success, but it’s up to Los Angeles’s wellness-centred consumers to decide whether Beyond Immerse will sparkle or fizzle.