Plant-Based Protein Burger Expands Beyond: New Competition in Beverages, Snacks, and Ready Meals

The quest for growth in the plant-based protein sector is entering a new phase. Brands that initially made a big splash with animal meat-like burgers, sausages, nuggets, and ground meat alternatives are now developing products to meet consumers' diverse protein needs throughout the day.

Beyond Meat's Phytosphere portfolio, announced in September 2026, is one of the most visible examples of this change. The company is expanding its offerings beyond traditional meat alternatives by adding protein powders, savory protein bars, and carbonated protein beverages alongside its plant-based burgers. Daring Foods is pursuing a similar transformation from a different angle: instead of presenting plant-based chicken as a standalone meat substitute, the company is incorporating it into ready meals combined with vegetables, legumes, grains, and pasta.

These moves are also changing the fundamental question in the plant-based protein market. The new challenge is not just about whether "plant-based products can replace meat?" but rather, "what formats do consumers want to meet their protein needs throughout the day?"

Why is Beyond Meat Expanding Beyond Burgers?

Beyond Meat's transformation is not just about new product launches. At the beginning of 2026, the company began repositioning itself as "Beyond The Plant Protein Company."

The rationale for this change is clearly outlined in company documents submitted to the U.S. Securities and Exchange Commission. Beyond Meat reports that demand for plant-based meat products has permanently declined over the past three years and that it is seeking new growth areas in response to the contraction in the traditional plant-based meat category.

As a result, the company plans to leverage its expertise in plant-based protein across different product categories. However, the same official documents also indicate that new categories will require additional marketing, distribution infrastructure, and working capital, and that the success of these investments cannot be guaranteed.

Therefore, evaluating the new strategy solely as product innovation is insufficient. Beyond Meat is also trying to reduce its dependence on its shrinking core category.

New Portfolio from Protein Beverages to Savory Bars

Launched on September 9, Phytosphere consolidates this strategy under one roof.

The Beyond Veggie Burger in the new portfolio makes the vegetable and plant content more visible instead of closely mimicking meat. The company states that the Spiced Chickpea and Chipotle Black Bean varieties use 10 different fruits, vegetables, legumes, and seeds, providing 12 grams of protein and 6 grams of fiber per serving.

Beyond Starcut takes its protein bar out of the usual sweet format. The savory bars, combining plant-based protein with mycelium, are reported to contain 17 grams of protein and 3 grams of fiber per serving.

Beyond Starmatter enters the protein powder category, while Beyond Immerse represents the company's functional beverage initiative. Beyond Immerse was first launched in the direct-to-consumer channel in January 2026 and later expanded with new flavors and retail distribution.

The strategic shift here is noteworthy: the same company now wants to be present in various consumption occasions, from the burger at dinner to the post-workout protein beverage or a snack during the day.

Daring Foods is Trying Another Approach: Turning Protein into Full Meals

Daring Foods' approach is less about moving protein into different categories and more about shortening the meal preparation process for the consumer.

The company's new Skillet Meals series combines plant-based chicken with vegetables, legumes, grains, and pasta in the same product. The six-variety series is positioned as one-pan meals that can be prepared in about 10 minutes.

According to product information reported by FoodNavigator, portions provide 21-25 grams of protein and 9-13 grams of fiber, depending on the variety. Daring's own product communication positions the new series based on high protein, high fiber, and practical preparation features.

This approach indicates a significant marketing shift. Consumers are not just told, "use this instead of chicken." Instead, the protein source, vegetables, and carbohydrate components are combined to offer a direct dinner solution.

Thus, the plant-based product is being positioned not just as a separate vegan or vegetarian alternative but as a competitor in the practical ready meal category.

The Issue is Not Just Being Plant-Based

Behind the transformation in the industry are some consumer reservations about plant-based meat products.

FoodNavigator points to perceptions of ultra-processed foods, criticisms of long or unfamiliar ingredient lists, and taste-texture expectations as reasons for the pressure in the traditional plant-based meat category.

Beyond Meat is also strengthening its content and "clean label" communication in its existing products against this perception. According to the company's statement, 20 of its products received Clean Label Project certification in March 2026. Similarly, the new Beyond Chicken products emphasize ingredient transparency and nutritional profile.

This suggests a shift from the environmental and animal welfare-focused communication of the early plant-based protein sector to a broader set of consumer expectations. Protein content, fiber, ingredient lists, taste, practicality, and price are now all parts of the same purchasing decision.

Where is the Opportunity for HORECA?

The diversification of products by plant-based protein brands is also noteworthy for restaurant and café businesses.

The first generation of plant-based meat products was mostly used as alternative versions of burger or ground meat-based items on menus. This model made the plant-based option a substitute for an existing dish.

The new approach could expand the product development space.

Plant-based protein can be used in breakfast items, bowl menus, salads, wraps, ready meals, high-protein snacks, and functional beverages. This allows businesses to target not only vegan customers but also those looking to increase protein consumption or reduce animal protein in some meals.

Beyond Meat's current portfolio includes products in various formats such as steak, chicken pieces, ground meat, and sausages alongside burgers. The company's new strategy is expanding this usage from the center of the plate to various consumption occasions throughout the day.

However, it may not be sufficient for HORECA businesses to simply add products based on the term "plant-based." Alternatives entering the menu need to be evaluated in terms of taste, recipe compatibility, portion cost, preparation time, cross-utilization, and customer demand.

The New Competition Goes Beyond "Meat or Plant?"

The shift of plant-based protein companies towards beverages, protein powders, snacks, and ready meals is broadening the competitive landscape.

When a plant-based burger brand starts producing protein beverages, it is no longer just competing with animal meat producers or other plant-based meat brands. Functional beverages, sports nutrition, and protein supplement brands also become competitors.

Once ready meals are involved, frozen food brands, meal kit solutions, and practical meal categories compete for the same consumer budget.

Therefore, diversification creates new revenue opportunities while requiring companies to navigate distribution, pricing, and brand positioning in categories they are not accustomed to.

Stafflink's Perspective

The latest products in the plant-based protein market indicate that the industry may gradually move away from the race to create the "closest copy of animal products."

The important aspect of this change for HORECA is that plant-based protein can evolve from being a separate alternative for a distinct customer group to becoming a functional component at various points on the menu.

However, the success of new formats is not solely dependent on high protein figures. Taste, price, practicality, and perception of content must work together to encourage consumers to repurchase the product. Beyond Meat's clear statement in its official financial disclosures that investments in new categories do not guarantee success also indicates that this risk is acknowledged by the company.

Therefore, the critical question for plant-based protein in the upcoming period may not be "how well does it mimic meat?" but rather, "how useful and repurchasable can it become in the consumer's daily life?"