I fully agree with you, gorgeous redesign notwithstanding.

It would've been a much more reasonable pivot if they've gone into the snack isle, then maybe into beverages. As a vegetarian myself, I.see a lot of opportunities into spaces like vegetarian/vegan jerky kind of products. On the other hand, there are plenty of high protein beverages, including plant based, from companies that started in that space already. If I was looking at a shelf right now, between Beyond, or let's say, Orgain, I'd probably feel more confident grabbing an Orgain.

In any case, I like the Beyond brand and products, I hope this works out for them.