Beyond Meat launches plant-based breakfast sausages for protein-rich mornings

Beyond Meat is leaning harder into breakfast, a high-frequency meal where taste, texture and convenience matter as much as nutrition. The company launched a new Beyond Breakfast Sausage lineup on April 13, 2026, giving shoppers both links and patties in Original and Spicy varieties as it works to turn the morning plate into a bigger plant-protein opportunity.

The new items are rolling out at Kroger stores nationwide and Sprouts Farmers Market stores nationwide, with Whole Foods Market coming soon. Beyond said the sausages are cooked in avocado oil and deliver 7 to 9 grams of plant protein per serving with just 0.5 grams of saturated fat. The products also contain no cholesterol and are made without GMOs, a combination designed to keep the familiar sausage format intact while sharpening the nutrition profile.

The launch is also a branding play. In its materials, Beyond Meat described itself as “Beyond The Plant Protein Company,” and Ethan Brown has framed the breakfast rollout as another way to give consumers more chances to fuel their bodies with Clean Label Project certified products. Beyond said the breakfast sausages are the first plant-based breakfast sausages to earn Clean Label Project certification, and the new lineup also carries American Heart Association Heart-Check certification.

That positioning matters because breakfast is one of the clearest growth lanes in meat alternatives. Beyond said its consumer research showed 70% of Americans are actively trying to increase their protein intake, while nearly half prioritize protein at breakfast. That makes the morning occasion especially valuable for a company trying to win recurring volume, not just occasional trial. In that context, breakfast sausages offer a more direct test than burgers: consumers are far more likely to notice if the flavor, bite and heat-and-eat convenience fall short.

The move builds on Beyond Meat’s earlier reformulation work. In June 2024, the company updated its standard Beyond Sausage line with avocado oil and promoted 17 grams of protein and 2 grams of saturated fat per link. By March 2026, Beyond said more than 20 of its products had earned Clean Label Project certification, reinforcing a broader push around cleaner ingredients and transparency. The breakfast launch extends that strategy into a category where plant protein now has to earn its place at the table every morning.