The launch in 14 locations of organic grocery chain Erewhon, marks the next chapter in the distribution of the brand’s first functional beverage line.
In June it was introduced to consumers in the New York metropolitan area through the non-alcohol distributor to retail and foodservice locations Big Geyser.
The functional beverage line with variants Peach Mango, Strawberry Lemonade, and Cherry Berry is already available nationwide through the company’s direct-to-consumer website.
The drinks have been designed with GLP-1 users in mind and are aimed at four functional drinks categories protein drinks, fibre drinks, vitamin drinks and electrolyte drinks.
Beyond Immerse combines the four distinct beverage offerings of plant protein, fibre, antioxidants, and electrolytes in one lightly sparkling can.
Each can delivers 20g of plant protein, 5g of fiber, antioxidants, and electrolytes for just 110 calories, with no dairy or whey protein.
“Bringing Beyond Immerse to Erewhon represents an exciting next step for our first functional beverage line,” said Ethan Brown, Founder and CEO of Beyond Meat.
“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.”
The company has recently begun to reposition itself, announcing Beyond Ground, whose selling point is its protein rather than meatiness, and Beyond Immerse, with its functional high-protein beverages.
The company has continued to see falling sales. The volume of products sold dropped by 19.5% in the quarter, partially off-set by a 5.4% increase in net revenue per pound. The losses were mainly down to food service.