Past Meat is switching issues up.
The plant-based firm has formally dropped the “meat” from its moniker, rebranding as Past The Plant Protein Co., or just Past, because it seeks to broaden its product line.
“For me, [the rebrand] is an opportunity to reshape the company around very real food that is directly from plants,” CEO Ethan Brown mentioned on the Pure Merchandise Expo West, the Related Press reviews. “It’s about delivering all those benefits of the plant kingdom to the consumer in ways that they’re going to be able to easily integrate it into their lives.”
The identify change is part of the corporate’s bigger aim of “countering [the] misinformation campaign” surrounding plant-based protein and plant substances.
Throughout Past’s Q3 2025 earnings name, Brown informed buyers, “We continue to address misinformation surrounding our plant-based meats. As many of you are aware, as industrial livestock and pharmaceutical interests rally around scare tactics and misinformation to confuse consumers, we are driving the health profile of our products to greater heights so as to reduce the disingenuous to the absurd.”
“There is a very significant set of misinformation out there that slowly, I think, we are making progress toward and helping to erode,” he continued.
The rise and fall of Past Meat
Ethan Brown based Past (BYND) again in 2009.
His aim was to “create products directly from plants that are in the form of meat that improve human health but also that are helpful to the earth,” he informed Fortune Journal’s “Leadership Next” podcast in 2025.
Initially, Past had a great deal of success, touchdown early investments from Tyson Meals and partnering with McDonald’s for the McPlant in 2021.
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Nonetheless, not lengthy after the corporate went public in 2020, it began receiving pushback from incumbent industries. Leaders within the large pharma and meat areas characterised Past’s choices as “highly-processed and full of chemicals,” Brown mentioned on “Leadership Next.”
The so-called smear marketing campaign labored on shoppers, and by Q3 2025, the corporate mentioned its internet revenues had decreased by 13.3% year-over-year. Shares have been buying and selling under $1 for the reason that begin of 2026.
Past Meat has rebranded as Past The Plant Protein Co. in an effort to affect buyer sentiment.
Picture supply: Past Meat
However Past isn’t taking place and not using a battle.
On the Pure Merchandise West Expo, Brown informed the AP he feels assured that Past will be capable to climate this misinformation storm.
Plant-based meat and protein alternate options will likely be a “much more dominant choice” within the subsequent couple a long time, he mentioned, however for now manufacturers like Past will simply should navigate a “period of confusion.”
“It’s just not the moment for plant-based meats right now,” Brown informed the AP.
What’s subsequent for vegan alternate options?
Whereas Past hasn’t given up on its plant-based meats, the corporate is increasing its product vary, hoping new choices will shore up revenues as they look forward to client sentiment to vary.
“We have tremendous innovation capabilities, and I want to make sure that those are being put to the best use for the consumer,” Brown informed buyers throughout November’s name.
“[Beyond] understands plant protein and plant ingredients in a way that many, many other companies do not,” he continued. “As we look at other areas to sort of tilt our arsenal of technology and R&D toward, I hope I am not drinking the Kool-Aid on this, but I think that our ability to go in there and do things that are disruptive is exciting.”
In January, Past launched the primary of those disruptive improvements — a glowing protein drink referred to as Past Immerse. A month later, it launched 4 extra flavors, every of which is available in a 10-gram and 20-gram protein choice.
Different vegan meals firms which have been affected by comparable “misinformation campaigns” have adopted go well with, pivoting away from their core merchandise to higher meet client demand.
These firms embody:
- Inconceivable Meals: In January 2026, Inconceivable Meals introduced a partnership with EQUII to develop protein-packed breads and pastas.
- Eat Simply: Final spring, the corporate recognized for its vegan egg alternate options launched a single-ingredient protein powder at Complete Meals.
- Silk: America’s #1 plant-based beverage model, Silk, launched a protein drink in January 2026.
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