Beyond Meat ‘drops ‘meat’ From Name’

Beyond Meat burgers. Credit: BalkansCat / Shutterstock.com

Loss-making Beyond Meat is reportedly ditching ‘Meat’ its firm name, possibly to activity immoderate life into sales.

Ethan Brown, nan founder, president and CEO of nan US-headquartered meat-alternatives shaper made nan revelation successful an question and reply pinch American business mag Fast Company.

Brown told nan publication: “What we’re awesome astatine is making protein,” and adds “instead of reasoning astir a elemental replacement for animal protein, what if you conscionable thought astir your regular macromolecule consumption, and I started to effort to switch arsenic overmuch of that arsenic I tin pinch works protein, immoderate shape that I could?”

Fast Company suggested that nan sanction alteration meant nan institution was “turning its attraction distant from mimicking animal proteins to letting plant-based proteins speak for themselves”.

Beyond Meat doesn’t scheme to discontinue immoderate of its existing products, according to nan publication.

Just Food has approached nan institution to corroborate nan specifications successful nan Fast Company report.

Global income of plant-based meats person been falling aliases astatine slightest slowing successful galore markets. The main criticisms fired astatine nan class person mostly centred astir sensation and quality, pinch inflated value besides being an off-putting facet for consumers.

Reasons for this see agelong constituent lists, and allegations that galore products are overly processed.

The reported sanction alteration comes conscionable respective days up of nan company’s 2nd 4th results.

In its first 4th of 2025, losses successful adjusted EBITDA widened to $42.3m from $32.9m. Beyond Meat’s nett nonaccomplishment was $52.9m, a flimsy betterment from nan $54.4m nonaccomplishment successful nan aforesaid 4th of 2024.

Sales fell 9.1% successful nan opening 3 months of 2025 to $68.7m.

In nan aforesaid 4th of past year, it dropped 18% to $75.6m. Another diminution is now expected successful nan caller quarter, pinch Brown astatine nan clip pointing to $80-85m, compared to $93.2m successful Q2 of 2024, erstwhile they fell 8.8%.

In its International conception however, Beyond Meat’s foodservice income were up 12.1% astatine $15.3m, while unit income were much subdued, up only 0.8% astatine $12.7m.

Beyond Meat saw income revenue rebound successful nan 3rd 4th of 2024, but it still somewhat downgraded nan top-end of its year-end guidance.

At nan time, nan CEO said: “You tin spot a very steep curve moving successful nan correct guidance and that’s why we consciousness truthful assured astir our scheme to bring nan business into profitability.”

He told analysts: “I can’t opportunity erstwhile – I don’t want to connote it’s going to beryllium anytime soon but that is wherever we’re headed.”

Brown astatine nan clip besides condemned critics of plant-based meat, who explanation nan foods complete processed: “The weaponisation of nan connection process, a maneuver emphasised successful nan incumbent manufacture playbook connected really to undermine plant-based nutrient and sphere nan position quo, has grown agelong successful nan tooth. It is past clip we put it to bed.

“We scheme to do that by applying generous amounts of sunlight to our ain process, educating consumers connected really we build nutrient straight from plants.”

Beyond Meat’s caller merchandise Beyond Ground, reportedly owed to motorboat successful August, is stripped down to 4 cleanable ingredients: nan fava beans, murphy starch, water, and psyllium husk.

Fava beans, Brown told Fast Company, are conscionable nan start: “If you want thing that’s a crushed product, present you person it.”

Going forward, Brown said nan institution tin “serve an juncture versus trying to mimic an animal…. You’ll spot america travel retired pinch things like, maybe, lentil sausage. Or chickpea basking dogs.”

Beyond Meat has not turned a profit since it went nationalist successful 2019 connected nan Nasdaq exchange. Similarly, EBITDA has not been successful nan achromatic since nan meagre $11.8m generated successful 2020.

Its shares past traded astatine $3.04. They person mislaid much than 50% this twelvemonth and faded from nan loft heights of northbound of $100 5 years ago.