The Beyond Breakfast Trademark: What’s Beyond Beyond Meat?

Beyond Meat began as a bold idea in a modest lab. A lab with a vision to transform our food choices and make a healthier, more sustainable alternative to traditional meat. The company quickly captured hearts with its delicious plant-based burgers. Burgers that looked, cooked, and tasted like the real thing. What started as a niche product soon became a household name. The company’s innovative recipes and bold marketing captured the public’s imagination. This made plant-based options a mainstream choice. Over time, Beyond Meat grew from a small startup into a household name that once symbolized hope and progress in food innovation.

Today, however, the landscape is changing. Consumer interest in plant-based meat is falling. Many shoppers are turning back to traditional meats. Many are choosing whole foods like beans and vegetables instead. Questions about the health benefits and sustainability of these products have grown louder. As the pioneer in this industry, Beyond Meat now finds itself in a tough spot. Sales are declining, a US administration that is less sympathetic to environmental efforts is in power and the market that once celebrated its success is now shrinking.

As market conditions shift and consumer enthusiasm wanes, Beyond Meat is forced to employ its innovation once again to chart a new course.

Trademarking hope

Beyond Meat, the company that made plant-based burgers mainstream is now up to another bold venture. In June 2024, the company filed a trademark,  Beyond Breakfast - a new line of plant-based breakfast foods. As of December 2024, the trademark has been confirmed for gazette publication. This signaled that Beyond Meat is doubling down on innovation despite its struggles.

Why breakfast?

Breakfast is a big market and Beyond Meat wants a bite of it. The trademark filing shows the company is betting on convenience and health. This strategy is smart. Breakfast items are typically easier to create as plant-based options, and they attract a broad range of consumers. By concentrating on breakfast, Beyond Meat aims to regain customers who may have grown weary of its dinner-oriented offerings.

Beyond meat

The “Beyond Breakfast” trademark is a lifeline. If successful, it could help Beyond Meat tap into new markets and attract customers who haven’t tried its products before. And, who knows? They might just like it. Beyond Breakfast represents a glimmer of hope. As the plant-based food industry evolves, Beyond Meat’s breakfast push shall be a make-or-break moment. For now, all eyes are on the company as it tries to rise and shine once again.