Beyond Meat is shifting its focus towards the functional beverage market as part of a new turnaround strategy. CEO Ethan Brown has described the company as a beverage firm in hiding, signalling a move to diversify beyond its traditional meat alternatives.
To support this transition, the company has assembled a board of executives featuring leaders from Boston Beer and Coca-Cola. According to Food Dive, these industry veterans will help guide the brand as it centres protein drinks in its recovery plan.
