Beyond Meat Debuts Protein Drinks in NYC Retail with Big Geyser Partnership

Beyond Meat has introduced its Beyond Immerse line of sparkling protein beverages to the retail market and has notched a partnership with New York distributor Big Geyser.

Plant-based giant Beyond Meat is bringing its protein drinks to retailers for the first time, debuting them in New York through a partnership with one of the largest non-alcoholic beverage distributors in the US.

The firm, now also known as Beyond The Plant Protein Company, has signed an agreement with Big Geyser, unlocking access to more than 26,000 outlets across the New York metro area.

It marks the brick-and-mortar debut of the Beyond Immerse line, which was first launched in January as the plant-based leader moved into protein-packed categories beyond meat mimics.

So far, the drinks have only been available in multi-packs in the direct-to-consumer channel through the Beyond Test Kitchen website, but the new deal will see three of its flavours roll out into stores across New York City, Westchester, Putnam, Nassau, and Suffolk.

Beyond founder and CEO Ethan Brown called the partnership “a key next step in our strategy of delivering the power of plants to consumers across multiple categories”.

“We designed our beverage platform to immerse the body in the extraordinary nutrition of plants, and with Big Geyser’s scale and execution, we look forward to helping consumers in one of the country’s most important markets refresh, refuel, and Go Beyond this summer,” he said.

Beyond Immerse targets protein and fibre mania

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 10-20g of protein and 7g of fibre per 12oz can, vitamin C for immune support, and no genetically modified organisms or sugar alcohols. At launch, they were available in peach-mango, lemon-lime and orange-tangerine flavours.

These quickly sold out, prompting Beyond to double down on the range and expand the flavour options. In February, the company rolled out cherry-berry, strawberry lemonade, piña colada, and cucumber-grapefruit variants of its protein drinks.

The move is aimed at meeting the booming demand for protein and fibre 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 provide more protein, since GLP-1 users experience a 25-40% decrease in muscle mass over 8-16 months (much more than with 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%).

“The product is designed for the casual to competitive athlete, as well as the busy student or professional, who wants protein, fibre, antioxidants and electrolytes at the gym, home, work or on the go. Moreover, we believe it is particularly well-suited for GLP-1 users,” Brown told investors in the company’s Q4 2025 earnings call.

Beyond’s move into this category follows a sharp decline in sales for its core meat alternatives, with the business recording its lowest annual revenue total in 2025, a year when its share price fell to an all-time low, it became a meme stock, had to deny rumours of bankruptcy, and received a delisting warning from Nasdaq.

Big Geyser will roll out three Beyond Immerse flavours

The Big Geyser partnership signals a major distribution push for Beyond ahead of the summer – it already showcased the Beyond Immerse lineup to operators and buyers at the distributor’s Spring/Summer Trade Show in Uniondale on Thursday.

It is the top purveyor of non-alcoholic beverages in New York, and counts some of the most in-demand brands as its partners, including Poppi, Just Ice Tea, Celsius, C-4, Bloom, and Essentia Water. Its reach spans grocery, drug, convenience, mass merchandisers, club, and foodservice channels, bringing Beyond Immerse to consumers at scale.

“We are proud to partner with Beyond Meat whose functional beverage is unlike anything else in our portfolio,” said Jerry Reda, president and COO of Big Geyser. “They’ve created a truly differentiated product that delivers on everything today’s consumer is looking for – protein, fibre, antioxidants, and electrolytes – all in a light, refreshing sparkling drink.

“We also value that Beyond Immerse is made with non-GMO ingredients and contains no whey protein, setting it apart from other options currently on the market. With more than 30 years of experience scaling leading brands, we’re excited to bring our expertise to this innovative product and help establish Beyond Immerse as the go-to protein drink on the East Coast.”

The distribution deal will see Beyond and Big Geyser roll out the protein beverages in three flavours initially: cherry-berry, peach-mango, and strawberry-lemonade. They’re part of Beyond’s evolution past meat alternatives – last year, it launched a four-ingredient fava bean mince that doesn’t mimic animal protein.

“The product that we’re going to be launching, I think, is going to be one of the best protein drinks on the market. It satisfies so many different needs for the consumer… and it does so in a really clean way,” Brown said in the earnings call.

“It is our aspiration that, though indirect, this expansion will lead more consumers back to Beyond at the centre of their plate as they enjoy our brand, clean ingredients, and commitment to their health in less controversial, more convenient products like Beyond Immerse,” he added.