Krispy Kreme, GoPro and Beyond Meat surge as the latest meme stock revival rolls on

NEW YORK (AP) — As the stock market pushes into record territory and some companies trade at lofty levels, investors are once again looking for bargains among some of Wall Street’s beaten down companies.

The latest so-called meme stocks include doughnut maker Krispy Kreme, camera maker GoPro and plant-based meat maker Beyond Meat. Each company initially surged Wednesday before mostly leveling off, even though overall they have been struggling to notch profits.

The trio stepped in for department store Kohl’s and the online-based real estate company Opendoor Technologies, which fell sharply Wednesday after surging over a number of days. It’s a sign of how quickly the hot meme stocks can fall out of favor.

“While this activity reflects rising risk appetite, it remains isolated and has yet to challenge the broader market’s calm and steady tone,” said Mark Hackett, chief market strategist at Nationwide.

Wall Street defines a meme stock as a stock that gains significant popularity and trading volume, primarily driven by social media hype and online communities, rather than the company’s fundamental financial performance. Think GameStop and Blackberry in 2021, and a few subsequent instances.

Often, meme stocks are initially the target of “short sellers,” or investors betting against the stock. If other investors start buying the shares and boost the price, that could prompt the people betting against the stock to buy more shares to cushion their own losses.

While this activity reflects rising risk appetite, it remains isolated and has yet to challenge the broader market’s calm and steady tone.

Sugar rush

Krispy Kreme initially surged early Wednesday but finished just 4.6% higher, adding to its 26.7% gain a day earlier. The company has seen several years of falling profits and revenue. Wall Street expects it to post a loss for 2025. During its last earnings update, the company pulled its financial forecast for the year as it reassesses its partnership with McDonald’s.

Shaky frame

GoPro jumped 12.4% on Wednesday to follow its 41% gain on Tuesday. The company last posted an annual profit in 2022 and revenue has been sliding for several years as it faces more competition in a market for smartphone cameras that it once dominated. Wall Street is forecasting that the company will eke out a slight profit in 2025.

“Beefy” gains

Beyond Meat initially jumped Wednesday, but closed just 1.4% higher and is now up more than 20% for the week. The company has been struggling for years and has yet to notch an annual profit since going public in in 2019. The company warned in its latest earnings update that it is “experiencing an elevated level of uncertainty” and it pulled its financial forecasts for 2025.