Beyond Meat has entered the beverage aisle—and the response has been loud, sometimes cruel, and largely comedic.
This week, the California-based vegan meat company known for its “bleeding” burgers announced Beyond Immerse, a line of functional protein drinks available exclusively through its Beyond Test Kitchen direct-to-consumer platform. The drinks combine plant protein, fiber, antioxidants, and electrolytes in three flavors: Peach Mango, Lemon Lime, and Orange Tangerine, with each flavor offered in two protein formats.
One version contains 10 grams of protein, seven grams of fiber, and 60 calories, while the higher-protein option delivers 20 grams of protein, seven grams of fiber, and 100 calories. The beverages are made with pea protein and tapioca fiber and are marketed as free of GMOs and sugar alcohols.
Beyond Meat
“With Beyond Immerse, we are bringing our pioneering expertise in unlocking the power of plants to a functional beverage line,” Ethan Brown, founder and CEO of Beyond Meat, said in a statement. “Our intent is simple: immerse the consumer in the remarkable nutrition of plants—from protein to fiber, with the addition of antioxidants and electrolytes—all in a single refreshing and satisfying 12-fluid ounce drink.”
The announcement itself was conventional. The reactions, though, have been anything but.
Within hours, TikTok and Instagram users began knocking the launch. “This is psychotic behavior,” one TikToker commented on a post by Nate Rosen. Another user called it desperate, while another commented, “I don’t even know what to say.”
@veganhackspod #beyondmeat #beyondmeatdrink #veganmeat #beyondburger #veganhackspod ♬ original sound - Vegan Hacks Pod
A post by Vegan Hacks Pod was flooded with more forgiving comments, with users largely interested in trying the product. “This absolutely changes the game for vegan gym rats,” one user wrote, while another compared it to “the Slim Fast meal in a can.”
Beyond Meat ultimately turned off commenting on its TikTok post announcing the product launch.
Over on Instagram, comments were also mixed. One user commented that the war on protein is over. Another user asked if the drinks are “protein seltzers.”
“I wanted Beyond Bacon or Beyond Wings, but ok,” wrote another user.
Brands got in on the fun, too. Vegan cheese company Pleese circulated a launch announcement for plant-based cheese-scented deodorant, with a signature “aged funk protection designed to replenish the spirit with every refreshing swipe,” read the post by Pleese founder and CEO Kobi Regev.
Meme culture meets market volatility
The online pile-on unfolds against a fragile financial moment for Beyond Meat. The company’s stock has spent the last several years sliding from pandemic-era highs, weighed down by slowing sales, rising debt, and waning enthusiasm for premium-priced plant-based meat alternatives.
Following the beverage announcement, Beyond Meat shares jumped 8.8 percent during intraday trading, fueled in part by heightened retail-investor chatter and meme-stock dynamics. Even with the bump, the stock remains far below its historical peak and continues to trade in penny-stock territory, despite being up roughly 17 percent year-to-date.
Beyond Meat
BECOME A VEGNEWS VIP: Get exclusive product deals, freebies, and perks galore!
The disconnect between the product and the response highlights a broader tension for the brand. Beyond Meat built its reputation on reimagining animal-based foods. A protein drink, while aligned with nutrition trends, stretches that identity into a crowded and highly competitive category dominated by sports drinks, meal replacements, and wellness-branded beverages.
Industry analysts have noted that the functional beverage market is enormous and growing, with consumers increasingly seeking protein-forward, low-sugar drinks positioned around fitness and recovery. But Beyond Immerse’s limited-time, direct-to-consumer rollout suggests experimentation rather than a full-scale strategic shift.
Beyond Meat
Beyond Meat has faced similar scrutiny before. In recent earnings reports, the company acknowledged declining revenue in its core meat-alternative business and ongoing challenges around pricing, repeat purchases, and shelf placement. Critics argue that diversification into beverages does little to address those structural issues, particularly given the company’s sizable debt load and continued operating losses.
Still, the attention itself may have value. In a food media landscape where visibility is currency, Beyond Immerse has succeeded in putting the brand back into conversation, even if that conversation currently lives somewhere between satire and speculation.
For more plant-based stories like this, read:
JUMP TO ... Latest News | Recipes | Guides | Health | Subscribe
