Beyond Meat Expands Immerse Line with Caffeinated Protein Drinks
Beyond Meat adds three agave-sweetened flavours to its Beyond Immerse sparkling protein drink range, now totalling six variants, each delivering 20g of plant protein and 160mg of caffeine.
Beyond Meat has launched three new caffeinated Protein + Energy beverages under its Beyond Immerse brand. Each 355ml can contains 20g of plant protein, 5g of fibre, and 160mg of caffeine.
The expanded Beyond Immerse lineup now includes six flavours: Watermelon Strawberry, Limoncello Ginger, Yuzu Grapefruit, Peach Mango, Strawberry Lemonade, and Cherry Berry. The new Watermelon Strawberry flavour is available now, with Yuzu Grapefruit and Limoncello Ginger coming soon.
Nutritional and functional profile
The Beyond Immerse Protein + Energy drinks are formulated as a functional beverage. They combine plant protein, fibre, antioxidants, electrolytes, and caffeine.
Each serving delivers a specific nutritional profile. The protein is sourced from peas, while the fibre comes from tapioca. The 160mg of caffeine is derived from coffee beans and guarana extract. The drinks also contain L-theanine and are an excellent source of antioxidant Vitamin A from Beta-Carotene.
| Component | Amount | Source |
|---|---|---|
| Protein | 20g | Peas |
| Fibre | 5g | Tapioca |
| Caffeine | 160mg | Coffee beans & guarana extract |
Sweetener and ingredient transparency
The three new flavours-Watermelon Strawberry, Limoncello Ginger, and Yuzu Grapefruit-are sweetened with agave. Existing flavours in the range use either agave or a blend of stevia leaf and monkfruit. All Beyond Immerse Energy drinks are made without dairy or GMOs.
Market context and consumer trends
This launch targets shifting consumer habits. A recent survey found a net 19% of Americans aim to increase their energy drink consumption, with 61% citing a need for more energy. The sentiment is strongest among adults aged 25-44.
Younger demographics are moving away from coffee. Among 16-24 year olds, 31% now cite energy drinks as their preferred caffeine source, up from 21% last year. Preference for coffee in this age group fell from 40% to 27% year-over-year.
Users of GLP-1 drugs like Ozempic and Mounjaro represent a key demographic. They consume an average of 42 energy drinks per month, significantly higher than the 28.4 average across all respondents. Their net purchase intent for energy drinks stands at 55%.
Distribution and brand strategy
The drinks were first launched through Beyond Meat's direct-to-consumer website. They have been sold at all Erewhon stores in Los Angeles for the past two months. The line is also listed with Big Geyser, a major non-alcoholic beverage distributor, in New York.
Ahead of a summer rollout in the New York metropolitan area, Beyond Meat refreshed the Beyond Immerse packaging at Big Geyser's request. The brand has been integrated into Beyond Meat's new Phytosphere portfolio, which also includes Starmatter protein powder, Starcut jerky, and two veggie burgers.
Founder and CEO Ethan Brown said, "We believe plants have superpowers, and few are as widely appreciated by consumers as caffeine."
Beyond Immerse Energy is launching exclusively through Beyond Meat’s website in the US.
