Beyond Meat has been going through a major rebrand recently. Now also known as Beyond The Plant Protein Company (or just Beyond), the California-based brand is on a mission to decenter alternative meat and reposition itself as a plant-forward protein company.
In January, it first hinted at this move by launching its first functional protein drinks, Beyond Immerse. And in March, after announcing the name change, Ethan Brown, Beyond Meat’s founder and CEO, said: “For me, it is an opportunity to reshape the company around very real food that is directly from plants.”
He added: “It’s about delivering all those benefits of the plant kingdom to the consumer in ways that they’re going to be able to easily integrate it into their lives.”
In line with this thinking, Beyond has announced the launch of a whole new portfolio of “Phytosphere” products, including plant-based jerky, protein powder, and, for the first time ever, a veggie burger made with whole foods.
According to the company (which still makes “center-of-plate” meaty products, including its original Beyond Burger), the “Phytosphere” is defined as “a world in which humans access the super nutrition of plants to support uncommon strength, health, and resilience.”
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What’s in Beyond Meat’s new Phytosphere?
Beyond Meat notes that the previously launched Immerse, which boasts six functional, protein-packed sparkling drinks (three with agave and three without), is part of the Phytosphere.
Now, there’s also Beyond Starmatter, a protein powder with 20 grams of protein per serving. It’s available in several flavors, including Vanilla, Salted Caramel, Strawberry Banana, and Golden Latte. And then there’s Beyond Starcut, a plant-based jerky, which contains 17 grams of protein per serving and is available in three varieties: Asada Style, Spicy Southwest BBQ Style, and Classic Dill.
The final part of the Phytosphere is Beyond Veggie, a plant-based patty made with more than 10 fruits and vegetables, legumes, plant protein, polyphenols, and plant sterols. Each patty packs in the protein, of course (12 grams per serving), and comes in two flavors: Chipotle Black Bean and Spiced Chickpea.
According to Brown, the Phytosphere, available directly from Beyond The Plant Protein Company, aims to “invite the consumer into a world where access to powerful phytonutrition is cutting edge, delicious, and convenient.” The word itself comes from the Greek “phyton,” which means plant, and “sphaira,” which translates to “sphere.”
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TLDR?
Don’t worry, we get it. Here’s a recap of the Phytosphere:
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Beyond Immerse, the protein drinks Beyond Meat launched back in January. Currently available in three flavors: Peach Mango, Cherry Berry, Strawberry Lemonade (also available with added organic agave for extra sweetness)
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Beyond Starcut, plant-based jerky in three flavors: Asada Style, Spicy Southwest BBQ, and Classic Dill
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Beyond Veggie, plant-based patties in Chipotle Black Bean and Spiced Chickpea varieties, made with more than 10 fruits and vegetables
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Beyond Starmatter, a powder with 20 grams of protein per serving. It’s available in multiple flavors, including plain, Vanilla, Salted Caramel, Strawberry Banana, and Golden Latte
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Charlotte is a VegNews editor and writer based in sunny Southsea on England's southern coast.
