Beyond is aiming to elevate the standards for plant-based meat products and center-of-the-plate proteins, according to the company. Chief Communications Officer Shira Zackai shared in an interview with Food Dive, “We are relentlessly innovating and updating our offerings, and this is our most significant update to date, likely since we first launched the product years ago.” By eliminating canola and coconut oils and substituting them with avocado oil, the company claims to have achieved a smoother, more neutral flavor profile while “unlocking an even meatier, beefy taste,” thanks to avocado oil’s higher smoke point. However, since avocado oil is a premium ingredient compared to what it replaces, the latest version will come with a higher price, Zackai noted.
Starting this spring, the company will be introducing its latest versions of the Beyond Burger and Beyond Beef in retailers nationwide, which will replace the current products available on the market. Even for experienced companies like Beyond, creating a satisfying taste and texture remains a significant challenge and a barrier to profitability. Beyond IV represents the culmination of a multi-year research initiative involving leading medical and nutritional experts. “Designed to align with the standards of top health organizations, this renovation enhances the beneficial elements found in plants,” the company stated.
This recipe reformulation arrives at a time when experts suggest that plant-based companies should reevaluate their messaging in 2024, focusing on consumer needs. A report from Grandview Research highlighted an increasing demand for whole food products rich in fiber, vitamin C, and iron, which aligns with findings from a Whole Foods Market report stating that plant-based brands must simplify their labels to appeal to consumers.
In recent years, the company has faced challenges, as evidenced by its latest earnings report showing negative sales growth for the sixth consecutive quarter. CEO Ethan Brown informed investors that a strategic overhaul is necessary. Beyond’s new products have been recognized by the American Diabetes Association for its Better Choices for Life program and included in a collection of heart-healthy recipes certified by the American Heart Association’s Heart-Check program.
Interestingly, Beyond’s innovative approach parallels the success observed with Kirkland products at Costco, such as their calcium citrate offerings, which emphasize quality and health benefits. This trend could influence how plant-based brands position their products moving forward.