Beyond Meat and Daring Move Beyond Plant-Based Protein Burgers in Search of New Consumption Moments

The plant-based protein category is shifting from a race to replicate 'meat' to a broader product strategy.

On September 9, 2026, Beyond Meat announced a new product platform called Phytosphere. The portfolio includes not only burger or sausage-like alternatives but also protein powders, savory protein bars, functional drinks, and vegetable-based burgers. Daring Foods recently launched six new Skillet Meals that combine plant-based chicken protein with vegetables, legumes, grains, and pasta.

Both companies are developing different products but are seeking answers to the same fundamental question: If consumers are no longer as interested in traditional plant-based burgers or nuggets, in what other consumption moments can plant-based protein grow?

The category no longer wants to be just an 'meat alternative'

The first major wave of growth in the plant-based sector largely occurred through alternatives that mimic animal meat products like burgers, nuggets, sausages, and ground meat.

However, according to FoodNavigator, consumer perceptions of ultra-processed foods, long ingredient lists, and dissatisfaction with taste and texture are challenging demand for traditional meat alternatives. The new moves by major producers also indicate that the category is trying to respond to this pressure.

Beyond Meat's strategy is particularly noteworthy as the company has expanded its brand definition to 'Beyond the Plant Protein Company.'

So the question in its future strategy is no longer just, 'How do we mimic animal meat?'

Instead, the question is, 'How do we integrate plant protein into more moments of the consumer's day?'

Beyond Meat is entering four different categories simultaneously

The Phytosphere portfolio is the clearest example of this change.

The new Beyond Veggie Burger, unlike the brand's classic meat-like burger approach, focuses on making vegetables visible rather than hiding them. The company states that the product contains 10 different fruits, vegetables, legumes, and seeds, offering 12 grams of protein and 6 grams of fiber per serving. The product comes in two varieties: Spiced Chickpea and Chipotle Black Bean.

Beyond Starcut marks the entry into the savory protein bar category. The product, which combines plant protein with mycelium, provides 17 grams of protein and 3 grams of fiber per serving.

Beyond Starmatter protein powder aims to combine not only protein but also fiber, probiotics, vitamins, minerals, and various plant-based components in one product.

On the beverage side of the portfolio, there is Beyond Immerse, which was launched earlier this year. The sparkling protein drink was first tested in the direct-to-consumer channel and then moved to select retail locations in New York and Southern California.

The strategy here is more comprehensive than simply launching a new product.

Beyond Meat is trying to build a portfolio that can sell the same consumer morning protein powder, a drink during the day, a bar as a snack, and a burger as a main meal.

Daring sells 'meals' rather than just products

Daring Foods takes a different approach.

In its new Skillet Meals series, the company offers consumers not just plant-based chicken protein but complete meals.

The new series includes six varieties: Mediterranean-Spiced Chickpeas & Veggies, Smoky Veggie Chili, Power Grains & Greens, Lemon & Garlic Rotini, Teriyaki Veggie Stir-Fry, and Penne Pomodoro. The products are designed to be prepared in about 10 minutes in one pan.

According to Daring's own product information, the meals contain 21-25 grams of protein and approximately 9-13 grams of fiber per serving. For example, Mediterranean-Spiced Chickpeas & Veggies provides 21 grams of protein and 11 grams of fiber; Power Grains & Greens offers 25 grams of protein and 11 grams of fiber.

This positioning is critical.

Consumers are not expected to buy plant-based chicken and then think about what to cook with it. The product is already presented as a meal.

This shift in the plant-based category means moving the product from the 'alternative protein' shelf to meeting the need for 'easy dinner.'

Convenience may create a larger market than vegan identity

One of the strong points of Daring's strategy is that its target audience is not limited to vegan or vegetarian consumers.

A consumer may purchase the product not because they want to completely eliminate animal products, but because they want to prepare a high-protein meal in 10 minutes.

This change is significant in the communication of plant-based protein brands.

In the past, the dominant message was 'consume this instead of animal meat,' while the new approach can be framed as 'consume this if you want a quick, high-protein, and practical meal.'

This way, the category can reach a much broader audience beyond flexitarian customers, including those who value protein intake, ease of preparation, or fiber consumption.

Protein and fiber become the new central message

Another common theme in the new products from Beyond Meat and Daring is the emphasis on fiber as much as protein.

This is no coincidence.

High protein has been one of the strongest consumer trends in the food market in recent years. However, the proliferation of products that only increase protein grams makes it difficult for brands to differentiate themselves.

Plant-based protein producers are trying to highlight one of their natural advantages here: the ability to offer both protein and fiber in the same product.

The Beyond Veggie Burger's 6 grams of fiber and some varieties of Daring meals offering up to 13 grams of fiber are therefore important parts of the communication.

This approach can also be utilized in the HORECA sector.

Instead of simply writing 'vegan burger' on the menu, explaining what the dish offers in terms of protein and fiber can make the product more meaningful for non-vegan customers.

'Clean label' pressure is reshaping the category

Plant-based meat products have recently faced criticism due to the length of their ingredient lists.

Beyond Meat is trying to respond to this criticism not only with new products but also through its existing portfolio. According to FoodNavigator, in March, 20 Beyond Meat products received Clean Label Project certification. The company associates this step with quality, ingredient transparency, and a perception of simpler products.

Daring also emphasizes its short ingredient list in its product communication. The company's core Plant Chicken product has a relatively short ingredient list, including water, soy protein concentrate, vegetable oil, salt, natural flavor, and spices.

It is important to note that there is no official universal nutrition standard for the 'clean label' concept.

A short ingredient list does not automatically indicate that a product is healthier.

However, it is clear that consumer perception affects product development.

Financial pressure is also behind Beyond Meat's transformation

Reading the new product strategy solely as consumer innovation would be incomplete.

Beyond Meat's financial results show that the pressure on the classic plant-based meat category has had serious effects on the company.

The company reported $61.6 million in revenue in the fourth quarter of 2025; this figure represented a 19.7% decrease year-over-year. During the same period, Beyond Meat simplified some SKUs and ended its operational activities in China.

In the first quarter of 2026, revenue again decreased by 15.3% year-over-year to $58.2 million. In response, the company improved its gross margin from a negative level the previous year to a positive 3.4%.

This scenario explains why the new product platform is important.

Beyond Meat is not only looking for new consumer opportunities; it also needs new revenue streams to compensate for the weakness in its main category.

Therefore, the success of Phytosphere will be a test not only of innovation but also of the company's broader transformation strategy.

The role of plant-based products in HORECA may change

For restaurants and hotels, plant-based products have long been added to the menu primarily to provide alternatives for vegan customers.

New product strategies suggest a different usage.

It is possible to position plant-based protein products not only as meat alternatives but also as high-protein bowls, light lunches, grab-and-go products, or part of a sports/wellness menu.

This change could be significant for menu performance.

A SKU ordered only by vegan customers may generate low sales volume. When the same product is opened to a broader customer base with messages of taste, protein, or practical meals, it can lead to higher product turnover in the kitchen.

Operational ease remains critical on the foodservice side

The success of plant-based products for restaurants is not solely dependent on consumer demand.

The product needs to be easy to prepare in the kitchen.

Daring's foodservice instructions indicate that various plant-based chicken products can be prepared from frozen in a grill, pan, fryer, or oven in just a few minutes. For example, the diced plant chicken product is recommended to be prepared on a griddle at 400°F in about 2.5-3.5 minutes.

Such times are important for HORECA.

If a plant-based alternative requires separate equipment, long preparation, or very complex recipes, it can create additional burdens in the kitchen with low order volumes.

The ability of the product to integrate easily into the existing production line is as decisive in the purchasing decision as consumer trends.

Not a model to be directly copied for the Turkish market

The new products from Beyond Meat and Daring are primarily developed for the U.S. consumer.

In Turkey, price sensitivity, perceptions of plant-based protein, and ready meal consumption habits differ.

Therefore, there is insufficient data to say that the protein bar or ready skillet meal trend in the U.S. will grow at the same pace in Turkey.

However, the strategic direction remains important.

The future of plant-based products may not solely depend on the question, 'How closely do they resemble meat?'

If taste, protein, fiber, convenience, portion control, and clean ingredient perception become more decisive, restaurants may need to evaluate plant-based products as functional parts of the regular menu rather than as a separate vegan category.

Stafflink’s view

The first growth phase of the plant-based protein sector largely relied on the idea of 'recreating meat from plants.'

In our view, the recent moves by Beyond Meat and Daring indicate that the next phase of the category may be different.

Consumers do not need to search for burger or nugget alternatives every day. However, the search for quick meals, protein-rich snacks, or practical drinks occurs much more frequently.

Therefore, the growth area for plant-based brands may be less about directly mimicking animal products and more about integrating plant protein into more consumption moments.

For HORECA businesses, the takeaway is similar: viewing plant-based products not just as a necessary menu checkbox for vegan customers but as products that create value on their own through taste, protein, fiber, and operational ease may be a stronger strategy.