Beyond Meat renews: packaging, recipe and appeal

Beyond Meat is introducing a redesigned packaging concept and updated chicken-style products. The packaging has a more premium look, is easier to recycle and will be rolled out across Europe starting 17 October 2025. The launch begins in the Netherlands.

Greener, lighter, more visible

It starts with Beyond Hack®. Hitting the shelves on 17 October 2025, it will be available at selected Albert Heijn and Jumbo stores, as well as online via Picnic. Beyond Meat aims for more than just shelf impact with this new look. The trays now consist of 35% recycled plastic and are designed to be easier to recycle. Less material is used for the label as well. A bright grass green dominates the packaging, with appetising product photography taking centre stage.

“We’re excited that our new packaging design not only improves recyclability, but also strengthens brand recognition and shelf appeal for consumers and retailers across Europe,” says Bente van Dam-Vernooij, Packaging Design & Development Manager EMEA at Beyond Meat.

Positive consumer response

The design was put to the test. And not without results: it ranked in the top 5% of more than 1,700 packaging redesigns. Consumers consistently gave high marks for visual appeal, clear labelling and tasty presentation.

An upgrade to Chicken-Style

It’s not just the outside that’s changed. The recipes for the chicken-style products have also been updated. The Beyond Chicken-Style Tenders and Burgers now contain more fibre and feature a golden, crispy coating. Inside, they remain juicy and tender.

Beyondmeat.com