Beyond Meat has unveiled a new, “premium packaging design” across its UK and European portfolio.
The new packaging uses fewer materials for labelling and has an increased recycled content, with the trays using 35% recycled plastic. They are also designed to be recycled.
The plant-based alt-meat brand said its move underscored its “commitment to continuous innovation and to the planet”.
Designed and developed in collaboration with Equator Design, its revamped range will roll out in the UK from November and more widely across Europe over the coming months.
Beyond Burger, Beyond Meatballs, Beyond Mince and Beyond Burger Smash-Style will be the first redesigns to launch in the UK.
“We’re excited to bring improved recyclability, stronger brand presence and greater shelf appeal to consumers and retailers across Europe with our new packaging design,” said Bente van Dam-Vernooij, packaging design & development manager EMEA for Beyond Meat.
“The refresh enhances shelf standout whilst reducing material use, to help consumers make the best choice for themselves, the planet and animals, all while delivering a more modern, appetising look that keeps delicious taste at the heart of our brand,” van Dam-Vernooij added.
The move comes as Beyond Meat is navigating a period marked by a substantial debt restructuring plan and significant decline in its market value.
Beyond Meat’s share price experienced a 74.5% drop in a single week earlier this month, reaching an all-time low of $0.52, a stark contrast to its average of around $3 in 2025 and its pandemic-era highs of approximately $150.
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