Beyond Meat CEO Says ‘It’s Just Not The Moment For Plant-Based Meat’ After Rebrand
Summary
Beyond Meat has dropped 'meat' from its name and rebranded as Beyond The Plant Protein Company, while expanding its high-protein drink line (Immerse) and introducing Beyond Ground. CEO Ethan Brown describes the move as an opportunity amid a period of confusion around plant-based proteins, signaling a broader shift toward protein-focused plant-based products beyond meat. The article also notes ongoing scrutiny of ultra-processed foods and references coverage from major media outlets.