March 16, 2026
Is the sizzle gone?
Beyond Meat CEO 'It's Just Not the Moment for Plant-Based Meat' After Rebrand
Beyond says “not the moment” — fans split on plant pivot, fizzy protein, and the hype
TLDR: Beyond Meat rebrands as Beyond The Plant Protein Company, with its CEO saying it’s “not the moment” for plant-based meat and rolling out ground mix and protein seltzers. Comments split between “smart reset,” “it was never the moment,” memes about fizzy protein, and pointed questions about hype and insiders.
Beyond Meat just hit the brakes on the “fake burger takeover,” rebranding to Beyond The Plant Protein Company and admitting, in CEO Ethan Brown’s words, “it’s just not the moment for plant-based meat.” The crowd went spicy. Some, like jaybyrd, cheered the pivot: good move, broaden the menu. Others rolled their eyes. Simulacra argued it was never the moment, saying the market was smaller than the hype. Meanwhile, 3rodents pushed back, calling Beyond’s patties a good product, just not a world revolution—blame the sky-high expectations, not the peas.
Then came the memes. Brown’s plan now includes Beyond Ground (just four ingredients, not trying to mimic beef) and Immerse high‑protein sparkling drinks. Cue justin66’s deadpan: “That is the plan?” Commenters roasted the “fizzy protein” idea while others blamed a “period of confusion” over “ultra‑processed” labels; one 2025 UK report found no harm link, but the narrative stuck. Shrubble stirred drama, wondering how much insiders cashed out while costs stayed high. And with both new products mostly test‑kitchen only, the thread’s verdict split: smart reset, or proof the sizzle was always louder than the grill? Either way, the brand’s betting the farm—literally—on peas, lentils, and redemption.
Key Points
- •Beyond Meat rebranded to Beyond The Plant Protein Company, emphasizing simple, plant-derived foods.
- •CEO Ethan Brown said it is “not the moment for plant-based meat,” citing a period of consumer confusion.
- •A 2025 UK government report found no link between plant-based meat and adverse health outcomes; PCRM found many Americans struggle to identify healthy processed foods.
- •The company introduced Beyond Ground (four ingredients, not emulating a single animal protein) and expanded its Immerse high-protein sparkling drinks.
- •Both Beyond Ground and Immerse products are currently available only through the company’s test kitchen.