Past Immerse enlargement technique
- Past expands into practical drinks with new excessive‑protein Past Immerse drinks
- Every beverage delivers sturdy plant protein fibre antioxidants and low energy
- Model pivots from meat mimicry to broader protein‑first development technique
- Weak gross sales and shrinking distribution possible pushing Past towards class diversification
- Purposeful diet increase and GLP‑1 tendencies drive rising protein demand
It’s a decade since Past Meat first made waves with its plant-based Past Burger within the US, a signature product that helped gas its IPO in 2019. Nobody at the moment might have predicted the corporate’s future: one the place it drops the ‘meat’ branding and decides to enter a non-food class.
And but right here we’re. As we speak, Past is saying it’s additionally a drinks model with the launch of Past Immerse – a spread of protein drinks for the health-focused and wellness-minded shopper.
What’s in Past’s new protein drinks?
Past Immerse is a spread of glowing drinks obtainable in three flavours: peach and mango, lemon and lime, and orange tangerine. But it surely’s not the flavours that can be drawing shopper consideration, it’s the drinks’ positioning as a practical protein beverage.
Every drink accommodates as much as 20g of plant protein (together with pea protein, a main ingredient within the Past Burger), 7g of tapioca fibre, antioxidants like vitamin C, and electrolytes. The providing goes up in opposition to one other highly regarded high-protein drink available on the market, the protein shake. However with between 60 and 100kcal in every drink, Past is clearly differentiating its new product from its conventional, milky counterpart.
Past Immerse, in keeping with Past, is “crisp, refreshing and with none of the heaviness of a protein shake”.
Why is a plant-based meat firm promoting drinks?
It’s not each day a meat various firm launches a beverage. Inconceivable Meals isn’t doing it, neither is Quorn, nor Nestlé’s Backyard Connoisseur. However Past is, at the very least for a restricted time by way of its direct-to-consumer gross sales channel within the US.
Past hasn’t responded instantly to a request for remark, however a fast have a look at latest monetary outcomes might supply a clue as to why. Past has been struggling, with vital decreases year-on-year in each internet revenues and gross revenue. Not solely are shoppers shopping for fewer of its merchandise, however fewer retailers are promoting them.
In mid-2025, the enterprise made the daring choice to take away “meat” from its title to develop into merely “Past”. The thought was to shift focus from meat mimicry to develop into a protein-first firm. Its first launch because the rebrand, Past Floor, is a mince-like product that actively promotes its protein and fibre content material, however steers away from “meaty” terminology.
Past’s foray into protein drinks suggests it’s doubling down on this technique. Whether or not increasing past its Past Meat vary can be sufficient to halt its declining income stays unsure.
Past faucets into the practical food and drinks craze
What is evident is that practical food and drinks is booming. Valued at $364bn (€317bn) and forecast to achieve $793bn by 2032 (Fortune Enterprise Insights), the class is attracting intense curiosity from each main FMCGs and bold begin‑ups. Excessive‑protein, practical drinks are drawing explicit consideration because the sports activities diet development accelerates.
But it surely’s not simply “on a regular basis athletes” driving demand: the GLP‑1 wave can be fuelling urge for food for protein, set to develop into 2026’s defining meals development. Past is able to compete – throughout each food and drinks.
