业绩持续亏损 功能饮料会是别样肉客的出路吗？

Core Viewpoint - Beyond Meat, known as the "first plant-based meat stock," is entering the beverage market with its new product, Beyond Immerse, a plant-based functional drink made primarily from pea protein, marking its first significant foray into functional foods and beverages [2][3] Expansion into Beverage Business - Beyond Meat has launched Beyond Immerse, a plant-based functional drink that includes pea protein, cassava fiber, vitamin C, and electrolytes, available in two protein versions (10g and 20g) with corresponding calorie counts of 60 and 100 [3] - The drink is offered in three flavors: Peach Mango, Lemon Lime, and Orange Tangerine, and is positioned for post-workout or daily supplementation, focusing on muscle recovery, gut health, and immune support [3] - Currently, Beyond Immerse is sold exclusively through Beyond Meat's new direct-to-consumer website, Beyond Test Kitchen, with future retail expansion contingent on customer feedback [3][4] Breaking Through "Plant Meat" Limitations - The launch of Beyond Immerse comes as Beyond Meat faces significant financial losses, with revenues declining from $419 million in 2022 to an expected $326 million in 2024, alongside increasing net losses [5][6] - The company aims to diversify its offerings beyond meat substitutes, with CEO Ethan Brown stating the goal is to become a "global protein company of the future" [6][7] Market Trends and Competitive Landscape - The global market for high-protein shakes and beverages has seen a 122% increase from 2020 to 2024, with a growing consumer interest in protein intake [8] - Traditional beverage giants and sports nutrition brands are also entering the high-protein plant-based beverage space, indicating a competitive landscape for Beyond Meat [8] - Despite the challenges, Beyond Meat's expertise in plant protein extraction and flavor masking, along with its sustainable brand image, positions it favorably against competitors [9] Strategic Positioning - The introduction of Beyond Immerse reflects a strategic shift towards product diversification and tapping into faster-growing markets, moving away from a sole focus on meat alternatives [7][8] - Industry experts suggest that while this move may be seen as a temporary measure due to financial pressures, it represents a necessary evolution towards a more resilient business model [9]