Beyond Meat, the plant-based food company, is undertaking a rebranding and marketing overhaul in an effort to reverse years of financial losses and shifting consumer perceptions. Since dropping “meat” from its product packaging in 2025, the company has expanded its portfolio beyond traditional meat alternatives and is planning to launch a new marketing campaign next year to reshape its image.

Founder and CEO Ethan Brown described Beyond Meat’s history as marked by intense opposition from the traditional meat industry, including efforts by affiliated groups to label plant-based products as heavily processed and unhealthy. Brown also cited pressures from short sellers and market speculators betting against the company. “Beyond has been denigrated,” he said, acknowledging lingering confusion and skepticism about the brand.

The company’s challenges are reflected in its financial performance. Since going public in 2019 at a valuation near $1.5 billion, Beyond Meat has recorded operating losses every year and its stock price has plummeted by over 98%. Revenue has steadily declined, although the rate of year-over-year sales drop improved to an 8% decline in the second quarter of 2026 from 20% in the last quarter of 2025. In response, Beyond Meat has scaled back spending in areas such as marketing.

Beyond Meat’s difficulties come amid changes in consumer priorities. Early enthusiasm for plant-based foods was often driven by sustainability concerns, but recent trends show greater focus on weight management and protein intake. Emily Weiss, senior principal analyst at Gartner, noted that while the intense hype and backlash around plant-based foods have largely faded, this shift may open opportunities for Beyond Meat to attract new customers—particularly those using GLP-1 medications who are more selective about their diets.

To align with evolving market demands, Beyond Meat has broadened its product offerings. The new lineup includes Beyond Starmatter protein powder, Beyond Starcut beef-jerky-style bars, and Beyond Immerse, a line of protein-rich carbonated beverages recently launched after testing. The company also introduced a corporate identifier, “Beyond the Plant Protein Company,” in its official communications.

Brown emphasized that Beyond Meat aims to remain a leader in plant-based, center-of-the-plate protein while building out other brands with distinct stories. The upcoming rebranding and product diversification signify the company’s strategy to reposition itself in a competitive and changing food landscape.