Beyond Meat is gradually introducing a new packaging design in German food retail from January 2026. The new design is intended to improve recyclability and at the same time strengthen the brand presence at the point of sale.
Beyond Meat has unveiled a completely revised packaging design for its European product range. In Germany, selected frozen products such as plant-based burgers and tenders will initially be launched in the new design, with other products to follow in the coming months.
According to the company, the new trays are made from 35 per cent recycled plastic and are designed to be easier to recycle. In addition, less material is used for labelling, which reduces the amount of material used overall. The aim is to further improve the recyclability of the packaging.
Beyond Meat focusses on a stronger shelf image
In addition to functional aspects, the appearance has also been fundamentally adapted. The previously dominant dark green colour has been replaced by a bright shade of green which, according to the company, should ensure greater visibility on the shelf. In addition, new product photography takes centre stage, showing prepared dishes and highlighting the possible uses of the products.
Collaboration with external design agency
The new packaging concept was developed in collaboration with the international brand and design agency Equator Design. Beyond Meat aims to further develop both sustainability aspects and brand communication with the relaunch.
Source: Beyond Meat
