Proteinitalokra is building the new strategy for Beyond **Note:** "Proteinitalokra" appears to be a proper noun, likely a name, and is therefore not translated.

In its new strategy, Beyond has put protein shakes at the center, with which the company aims to return declining sales to a growth trajectory and re-engage consumers. According to the company's CEO, Ethan Brown, the company's accumulated experience in plant protein development provides a good foundation for standing its ground in the competition in the rapidly growing functional beverages market. Beyond's efforts are strongly building on the board's

In its new strategy, Beyond has placed protein drinks at the center, with the aim of turning declining sales back into growth and re-engaging consumers. According to CEO Ethan Brown, the company's accumulated experience in plant protein development provides a solid foundation for standing its ground in the rapidly growing functional beverages market. Beyond's efforts are heavily built on the board members' vast expertise in the beverage industry. The article can be found in the Trade magazine issue 2026/06-07. In line with this, Beyond has introduced Beyond Immerse, a protein-rich carbonated drink that, in addition to protein, also contains fiber, vitamins, and electrolytes. The company recently changed its name to Beyond The Plant Protein Company, signaling its ambitions beyond plant-based meat alternatives to other categories. According to Brown, the company was previously a kind of "hidden beverage producer" in the background, but now it ...