Overview of Beyond Meat energy drink launch
- Beyond Meat has launched a caffeinated plant-protein energy drink
- Beyond Immerse Protein + Energy contains 20g protein per serving
- The drink includes fibre, electrolytes, antioxidants and caffeine sources
- Cherry Berry and Watermelon Strawberry flavours launch online initially
- Launch supports Beyond Meat’s broader diversification beyond plant-based meat
Beyond Meat has announced the launch of an energy drink.
The company, also known as Beyond the Plant Protein Company, is releasing a new version of its Beyond Immerse protein drinks range, this time with added caffeine for energy.
Beyond Immerse Protein + Energy, according to Beyond, will contain plant protein, fibre, electrolytes, antioxidants, and caffeine from coffee beans and guarana extract.
According to the company, the drink will include 20g of protein and 5g of fibre per serving. It will be a source of antioxidant Vitamin A from Beta-carotene, and is made with electrolytes.
It will be available from Beyond’s website in Cherry Berry and Watermelon Strawberry flavour.
Earlier this year, Beyond surprised many with the announcement of Beyond Immerse, a range of protein drinks. With this new launch, the US company continues its diversification.
“We believe plants have superpowers, and few are as widely appreciated by consumers as caffeine,” said Ethan Brown, CEO and founder of Beyond Meat.
“As we add energy to the Beyond Immerse portfolio, we are staying true to our approach: great taste and carefully selected, limited ingredients that help consumers thrive.”
Beyond has been aiming to diversify for some time, repositioning itself as a plant protein company rather than simply a plant-based meat one. Along with the classic plant-based burger and sausage fare, the company sells protein bars and even powders on its website.
This is simply the next stage in that transition.
