Beyond Meat is shifting its strategy from purely meat replacement to a model centered around multi-benefit plant nutrition. This transition is part of a larger trend towards nutrient stacking, which combines plant protein with fiber, phytonutrients, and other functional ingredients. Through its Phytosphere platform, Beyond Meat has developed a range of products, including powders, beverages, and bars, that deliver combinations of plant-based nutrients such as fiber, polyphenols, and phytosterols.
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In the past month, Beyond Meat introduced three new concepts: Beyond Starcut, a savory plant-based jerky bar containing 17 grams of protein; Beyond Starmatter, a plant protein powder with 20 grams of protein, fiber, and phytonutrients; and Beyond Veggie, a vegetable-forward burger providing 12 grams of protein and 6 grams of fiber enriched with nutrients from fruits and vegetables.
The move comes as the plant-based meat market faces a decline, with sales dropping by 26% over the past two years. Beyond Meat's Phytosphere portfolio aims to allow consumers to combine various nutrients across different product formats. Earlier this year, the company also ventured into functional beverages focusing on protein fortification, gut health, and nutrition aligned with GLP-1 trends.
Benjamin Voiry, head of marketing for Plant Proteins at Roquette, highlights that brands are increasingly using plant-based proteins to create products focused on holistic health benefits. This aligns with a trend identified by Innova Market Insights, where 55% of global consumers believe that plant-based foods should be treated as a distinct category.
Demand for nutrient-dense and convenient products is supported by online trends and diets influenced by GLP-1 weight loss medications. Voiry emphasizes that while protein remains a significant driver of innovation, the focus is expanding to what these formulations offer beyond mere protein content.
The Phytosphere concept exemplifies this shift by enabling products to address multiple nutritional attributes rather than just promoting high protein. As the sector evolves, product communication is expected to transition from focusing solely on protein content to a broader health and nutrition perspective.
For formulators, integrating various nutritional components can complicate taste, texture, and processing characteristics. Voiry notes that solubility, emulsification, and viscosity may become more challenging as products become more nutrient-rich. The primary challenge remains delivering a satisfying consumer experience despite increased nutritional content.
This nutrient-stacking approach is increasingly noticed across the industry. For instance, Cargill recently introduced a soda containing both protein and prebiotic fiber, while Ka’Chava’s nutrition shakes offer an array of nutrients, including fiber, probiotics, and omega-3s. Additionally, suppliers like Plantible have created ingredients that simultaneously enhance texture, nutrition, and sensory performance, reflecting the growing integration of plant protein into a broader nutritional framework.