Beyond Meat Launches Phytosphere Direct-to-Consumer
Beyond Meat has launched Phytosphere, a direct-to-consumer nutrition portfolio featuring protein powder, savory bars, a vegetable burger, and a sparkling
Beyond Meat has introduced Phytosphere, a new nutrition portfolio sold directly to consumers. The lineup, available on BeyondPlantProtein.com, includes protein powder, savory bars, a vegetable-forward burger, and a sparkling protein drink.
The Phytosphere Product Lineup
The portfolio is organized into four product lines. Two fall under the Beyond Star Series. Beyond Starmatter is a multi-ingredient plant protein powder. Beyond Starcut is a jerky-style bar made with plant protein and mycelium.
The Beyond Veggie burger is built from over ten fruits and vegetables, legumes, seeds, and plant protein. The fourth product is Beyond Immerse, a sparkling protein drink that initially launched in select stores last month.
| Product | Key Features | Variants / Details |
|---|---|---|
| Beyond Starmatter (Protein Powder) | Plant protein, fiber, probiotics, polyphenols, adaptogens, vitamins, minerals | Vanilla, Salted Caramel, Strawberry Banana, Golden Latte, Plain |
| Beyond Starcut (Jerky Bar) | 17g protein, 3g fiber per bar; no added sugar, nitrates, or nitrites | Sold in variety packs of 6 or 12 bars |
| Beyond Veggie (Burger) | 12g protein, 6g fiber per patty; source of iron, potassium, magnesium | Chipotle Black Bean, Spiced Chickpea |
| Beyond Immerse (Sparkling Drink) | 20g protein, 5g fiber, 110 calories per can | Previously launched at Erewhon stores in Southern California |
A Strategy of Consumer-Led Testing
Beyond Meat has used its direct-to-consumer channel as a testing ground for new products over the past year. The Beyond Immerse drink followed this path, launching online in January before expanding to over 26,000 retail outlets in the New York area and later the West Coast. The Beyond Steak Filet also debuted online, becoming the top seller on the company's direct site before entering major grocery chains. The mycelium ingredient in the new Starcut bar is already used in that steak filet.
Founder and CEO Ethan Brown commented on the launch. "The nutritive benefits of plants are extraordinary, yet we often fail to get meaningful amounts of these superpowers in our modern diet," he stated.
Brown added that the Phytosphere portfolio aims to make powerful phytonutrition new, delicious, and convenient. The products are available for individual purchase or in four curated bundles labeled On-the-Go, Essentials, Performance, and Elite, with a custom bundle option also offered.
