Beyond Meat is pushing its first functional beverage into retail and foodservice distribution across New York, pairing the rollout with a new brand ambassador and a series of fitness-focused consumer activations.
Beyond Immerse, a sparkling plant-based protein drink that combines pea protein, tapioca fiber, antioxidants, and electrolytes, is now available across more than 26,000 outlets in the New York metro area through a distribution agreement with Big Geyser, the top non-alcoholic beverage distributor in the state. The drink comes in three flavors, Peach Mango, Strawberry Lemonade, and Cherry Berry, each delivering 20g of protein, 7g of fiber, and 100 calories per can, made without GMOs, sugar alcohols, or dairy.
Ethan Brown, founder and CEO of Beyond Meat, stated, “Launching Beyond Immerse in New York marks a major milestone for our first functional beverage line. We created Beyond Immerse to deliver the superpowers of plants in a comprehensive system, protein, fiber, antioxidants, and electrolytes, all in one convenient, light, and refreshing beverage.”
Direct-to-consumer to retail shelves
Beyond Immerse has been in development since January 2026, when Beyond Meat first made it available through limited drops on its Beyond Test Kitchen direct-to-consumer platform. The company expanded the line to seven flavors in February before signing the Big Geyser distribution deal in April. The New York physical retail rollout also introduces updated packaging.
The product holds Clean Label Project Verification, which the company says makes it the first ready-to-drink protein beverage to receive that certification.
New York Knicks guard fronts summer campaign
New York Knicks guard Josh Hart has joined the brand as ambassador for a summer campaign centered on performance and recovery, to be accompanied by activations at fitness studios and active lifestyle events throughout the city.
Hart said, “Beyond Immerse is something I can grab whether I’m leaving the Garden, finishing a workout, or in between sessions. What stands out to me is it’s not just another protein drink. It’s the first one I’ve had that brings protein, fiber, antioxidants, and electrolytes together in one light, refreshing drink.
“When you’re grinding every day and pushing to perform at the highest level, you have to be intentional about what you put in your body. Beyond Immerse gives me everything I need in one can, without the heaviness of a shake.”
 (13).webp&w=280&h=180)
