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Beyond Meat marketer Beyond Co may be new to bevs but it's already shown it's willing to act with agility. Even since its ecomm debut just 3 mos ago (BBI, Jan 15), its Beyond Immerse protein bev line has traveled a considerable distance. Plan to offer twin lines at 10 g and 20 g payloads has been dropped in favor of 20 g only at retail, tho Beyond founder/CEO Ethan Brown said it's considering a 30 g addition and may venture into adjacencies like a carbonated entry of milky consistency in different packaging format, he teased. (He won't say more for now.) And while booth staff was sampling brand out of same 12-oz sleek cans sold online in recent wks, those were displayed alongside prototypes of completely different look devised over past 3 wks by ubiquitous designer Paula Grant after launch team and Geyser principals decided initial look was too generic. (Among miscues we spotted on original cans: image of cow inserted into Beyond logo, even tho co's identity is that of plant-based purveyor that eliminates need for cows.) At Geyser's urging, intro to Grant was made at Expo West in early Mar, assignment was given on Mar 26 and new cans had been run the day before yesterday's expo, beamed Paula, whose design credits include brands like Fuze, Body Armor, Core Hydration and Big Geyser's own Hal's Seltzer. In development effort, Beyond has been guided by its cofounder/chmn Seth Goldman, who was exhibiting his Just Ice Tea at Geyser event, and board members Jim Koch of Boston Beer and former Coca-Cola exec Kathy Waller. So despite perception that Beyond Immerse launch is a departure, "we've been a beverage company in hiding," Ethan joked. Recall, a few years back Beyond had set joint venture with PepsiCo to explore plant-based snacks and bevs, tho that subsided as Beyond narrowed its focus to core meat-alternatives. As we described at launch in Jan, Beyond Immerse (the "immerse" in name is required cuz Beyond trademark doesn't extend into bevs) is a kind of Swiss army knife of bevs, augmenting protein content with robust amount of fiber - 7 g of tapioca fiber in the 20 g entries being poured at show - as well as electrolytes and vitamin C. Perfect post-workout fortifier, said Brown, a former college hoops player. It&#39;s offered in Peach Mango, Strawberry Lemonade and Cherry Berry flavors, with retail price of $3.99-4.99. Big Geyser reps only DSD so far, given shareholder scrutiny Beyond has been under from shareholders lately, as Brown readily acknowledged. So co will strive to make NY launch work and deliberately expand from there.As Brown noted, Beyond Immerse avoids use of ingredients like sugar alcohols, putting its plant-based expertise to work in devising clean but gulpable liquid with stevia and monk fruit as sweeteners. Using pea-based protein inevitably was a challenge, he allowed, and co will continue to tweak recipe to get right flavor balance. And while some observers have wondered whether the bev launch is a distraction from challenges confronting core altmeat premise, Brown noted that retail investors posting on Reddit message boards have been clearly supportive. Big Geyser is firm believer too, with Reda and Hershkowitz saying they're intrigued by protein/fiber combo that doesn't overlap with their other protein plays under brands like Muscle Milk and Super Coffee. Geyser was partner incubating plant-based OWYN protein brand but that departed following its acquisition by Simply Good Foods.

BG EXPO: Beyond Immerse Takes Agile Approach to Launch, Rejiggering Package on Fly & Rethinking Protein Dosage Mix

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