Beyond Meat unveils its ‘most significant renovation to date’

Dive Brief:

• Plant-based pioneer Beyond Meat unveiled Beyond IV, the fourth generation of the company’s signature Beyond Burger and Beyond Beef product. 
• The new recipe is made with avocado oil, has reduced saturated fat, reduced sodium and increased protein, with new nutrient dense plant-based ingredients like red lentil and faba beans. 
• The revamped recipe come as the plant-based category matures and more consumers are demanding cleaner ingredients in the products it offers.

Dive Insight:

Beyond is hoping to “raise the bar, for plant-based meat products and center-of-the-plate protein generally,” the company said. 

”We are always continuously innovating and renovating our product and this is our most significant renovation to date, probably since we first introduced the product years ago,” said chief communications officer Shira Zacakai in an interview with Food Dive.

By removing canola and coconut oils and replacing those with avocado oil, the company said it has achieved a smoother, more neutral flavor and “unlocked an even meatier, beefy flavor,” due to avocado oil’s higher smoke point. 

But with avocado oil being a more premium product than the ingredients it’s replacing, the newest iteration will come at a higher price tag, said Zacaki.

The company is rolling out its newest version of the Beyond Burger and Beyond Beef in retailers nationwide before it will be available on other platforms like Beyond’s website. 

For even the most seasoned companies in the space like Beyond, achieving a satiating taste and texture has been a major challenge as well as an impediment to profitability.

Beyond IV is the culmination of a multi-year research effort with leading medical and nutritional experts, according to the El Segundo, Calif.-based company. “Designed to meet the standards of top health organizations, the renovation brings more of what’s good in plants,” it said.

Beyond’s recipe reformulation comes as experts say plant-based companies need to take another look at their messaging in 2024, and refocus on what the consumer is looking for.

A report from Grandview Research cited higher demand for whole food products that are high in fiber, vitamin C, and iron, which echoes findings from a Whole Foods Market report claiming plant-based companies would have to clean up their labels to reach consumers. 

The company has faced headwinds in recent years. In its latest earnings report, Beyond Meat showed negative sales growth for the sixth quarter in a row and CEO Ethan Brown told investors that the company needs to rework its strategy. 

Beyond’s new products have been recognized by American Diabetes Association’s evidence-based nutritional guidelines for its Better Choices for Life program and have been included in a collection of heart-healthy recipes certified by the American Heart Association’s Heart-Check program, the company said.