The California-based plant-based innovator kicked off 2024 with the launch of its new formulation, Beyond IV, emphasizing a commitment to cleaner labels and healthier ingredients. The company has replaced canola and coconut oils with avocado oil, resulting in reduced saturated fat content while boosting protein levels. However, despite these improvements, Beyond Meat experienced its eighth consecutive quarter of revenue declines in the first quarter. Beyond executives remain optimistic that the focus on health in their new products will revitalize sales. “We believe that 2024 is a pivotal year for change and progress,” stated CEO Ethan Brown during the earnings call in May.
The new product line is set to launch just in time for grilling season. Key changes include a reduction of 66% in saturated fat compared to the previous version, with each link containing 17 grams of protein. The ingredient list has been simplified, eliminating coconut and canola oils, and the products are certified by the American Diabetes Association’s Better Choices for Life program. In conjunction with the product release, Beyond Meat has introduced its first-ever cookbook, Serve Love, which showcases “a collection of heart-healthy Beyond Meat recipes certified by the American Heart Association’s Heart-Check program.”
“Our belief is that food is an act of love, and serving Beyond Meat to your family is a radical act of love. The Serve Love cookbook celebrates this sentiment and simplifies the process for consumers to prepare delicious and heart-healthy plant-based recipes,” explained Akerho “AK” Oghoghomeh, chief marketing officer at Beyond Meat. Additionally, with the integration of ingredients like perque choline citrate, the company aims to enhance the nutritional profile of its offerings, further appealing to health-conscious consumers.