The corporate previously referred to as Past Meat has been transferring away from relying purely on meat mimicry for a while.
Final 12 months, it introduced the discharge of Past Floor, a product that focuses extra on packing in protein than on mimicking present meat merchandise. The phrase ‘meat’ was not even discovered on its packaging.
Then, two months in the past, it introduced the launch of its new excessive protein drinks vary, Past Immerse, dropping the phrase ‘meat’ as soon as once more and embracing as an alternative the extremely common practical drinks pattern. It has already adopted this up with the promise of latest flavours.
Now, the corporate has formally rebranded as Past The Plant Protein Firm. Its social media handles have modified, as has its US web site.
“A brand new chapter begins,” boasts its LinkedIn account, “rooted within the energy of crops. Vegetation have superpowers. Our staff is devoted to unlocking and delivering them to you.”
Whereas the corporate has been transferring away from meat mimicry for a while, it has now absolutely embraced its second life as a plant protein firm.
For now, non-meat mimicking merchandise like Past Floor and Past Immerse are solely out there from its take a look at kitchen, that means that merchandise can solely be bought direct-to-consumer whereas the corporate collects data on shopper acceptance. It can proceed promoting plant-based burgers, sausages, rooster nuggets and different plant-based substitutes.
The corporate has been struggling for some time. Successive earnings reviews have detailed lack of revenues and falling gross sales as the marketplace for meat options has modified.
