In a recent interview with Fast Company, Beyond Meat CEO Ethan Brown revealed the company is rethinking its identity. As part of this transformation, the company is dropping “Meat” from its consumer-facing identity and will now be known just as “Beyond.”

The change signals more than a cosmetic refresh; it reflects a broader ambition to lead in plant-based protein innovation rather than remain tethered to replications of beef, chicken, or pork. By shedding the “Meat” designation, Beyond aims to decouple its offerings from the ongoing culture war surrounding plant-based meat and instead frame its work as nutrient-forward, functional food.

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The brand has already begun introducing new formats that reflect this update. Earlier this month, Beyond debuted its long-anticipated Beyond Steak Filet at BOA Steakhouse, an upscale restaurant group with locations in Los Angeles, Austin, and an upcoming outpost in Las Vegas. Developed in collaboration with BOA’s culinary team, the dish features a steak frites plate centered around Beyond’s whole-cut plant protein.

The steak filet is made from a combination of mycelium and fava bean protein, blended with avocado oil to achieve a juicier, grill-searing texture. Each serving delivers 28 grams of protein and, according to the company, rivals “top-quality” beef steak in both taste and tenderness. “At BOA, we’re known for our prime cuts and bold flavors—but more than anything, we’re known for taking care of our guests,” Brendan Collins, BOA’s corporate executive chef, said in a statement.

“The launch of Beyond Steak Filet on our menu allows us to extend that hospitality to more people, without compromising on quality or creativity. It also gives our culinary team the chance to explore new ingredients while staying true to what we do best—serving food that’s thoughtful, delicious, and a little unexpected.”

The fine-dining partnership further underscores Beyond’s intent to meet a different kind of consumer: one that prioritizes experience, health, and provenance over novelty. Rather than anchoring itself in fast food or the grocery aisle, the company is placing bets on premium formats and flexitarian crossover appeal.

A broader platform for plant protein

Beyond’s recent moves follow several quarters of financial and reputational turbulence. The company reported a net loss of $54.5 million on $68.7 million in revenue in the first quarter of 2025, down 9.1 percent from the previous year. It also raised $100 million in debt financing to help fund a transformation that includes not just new products but, perhaps more importantly, a reimagined brand platform.

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That platform may eventually encompass more than meat alternatives. Trademark filings for terms like “Beyond Eggs” and “Beyond Milk”—submitted as early as 2021—suggest the company is preparing to explore adjacent protein categories. While no egg or dairy launches have been confirmed, the company’s shift leaves space for plant-based innovation that feels more ingredient-led.

The company has also moved toward ingredient minimalism and health-forward formulations. Its newest ground protein product—Beyond Ground—is made from water, fava bean protein, potato protein, and psyllium husk.

“It’s not trying to be beef, pork, or poultry,” Brown said, but rather a high-protein, center-of-the-plate product made from plants.

Though this new product contains only four ingredients, it packs roughly 27 grams of protein per serving and avoids added oils. It will be available online first and is part of a direct-to-consumer approach intended to gather real-time feedback. 

A market ripe for diversification

Industry observers note that Beyond’s shift comes amid broader stagnation in plant-based meat. US sales of plant-based meat and seafood dropped seven percent in 2024, with unit volume down 11 percent, according to the Good Food Institute. Plant-based dairy, by contrast, continues to grow—reaching $5.2 billion in US retail sales. Egg alternatives, though small in overall size, is growing at more than 19 percent year-over-year and remains a category with high growth potential.

For a company once laser-focused on beef alternatives, a name change accompanied by mycelium steaks and fava-protein formats may seem like a pivot. But Brown insists it’s an evolution: a cleaner, more transparent version of the company’s original mission to reduce reliance on animals for food. Whether Beyond becomes a household name for plant-based milk, eggs, or even protein drinks remains to be seen. But it no longer intends to be defined by what it’s not.