Beyond Meat is doubling down on beverages with a new line of caffeinated, sparkling protein drinks.
Beyond Immerse Protein + Energy includes 160 milligrams of caffeine from coffee beans. It also has a variety of functional ingredients including 20 grams of protein, 5 grams of fiber, antioxidants and electrolytes.
The energy line will be available in cherry berry and watermelon strawberry flavors on Beyond’s e-commerce website. The company is also launching two new flavors under its Beyond Immerse protein drinks, including limoncello ginger and yuzu grapefruit.
Beyond entered the beverage category at the beginning of this year as a way to grow its portfolio beyond the plant-based meat substitutes it is known for. This year, it dropped the word “Meat” from its name, and further built out its protein portfolio to include powders and bars. While protein has increasingly become an in-demand ingredient, the plant-based meat category has struggled.
The company hasn’t given up on plant-based meat. Executives view beverages and other extensions as a way to help its core plant-based meat segment and recruit new customers.
Since launching protein drinks, Beyond has added new flavors to the lineup. Now, with the addition of caffeine, Beyond is looking to compete in a growing segment of energy protein drinks.
As a sparkling protein drink, Beyond Immerse competes with offerings from Premier Protein, C4 Energy and Proda. The company’s caffeinated protein beverage will go up against energy drink giant Monster, which recently announced it was debuting a caffeinated, canned protein shake.
