Beyond Meat just launched a new product that’s even further from meat than ever before: a protein soda. Beyond Immerse is the company’s first product that makes no attempt to replicate meat whatsoever, marking a sharp shift in Beyond’s business model. It might seem like it comes out of left field, but it all clicks into place once you know just how badly the veggie burger business is working out for Beyond. A pivot to protein is still a long shot for a company that’s never turned an annual profit – but it’s an attempt to tap into the one market left that might offer it hope.
Immerse is an oddity in and of itself. Unlike most protein drinks, …
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