Beyond Meat (BYND) is rebranding its overall identity to Beyond The Plant Protein Co., or simply “Beyond” for short.
The company has begun removing the word “Meat” from its consumer-facing name and packaging, so products and marketing will emphasize Beyond as the primary brand going forward. The shift is part of an expansion beyond plant-based burgers and sausages into items like sparkling protein drinks (Beyond Immerse) and forthcoming protein bars, prompting a broader plant protein positioning. The updated branding is already visible on the company’s website and social channels. However, the investor relations website still lists Beyond Meat (BYND) as the official corporate legal name.
Notably, the company continues to expand its product lineup into beverages. Last week, BYND announced the launch of four new flavor variations of its Beyond Immerse sparkling protein drink that combines plant protein, fiber, antioxidants, and electrolytes.
Shares of BYND were down 4.8% in early afternoon trading to $0.76. The market cap on the stock is just under $360M.