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Author: Benjamin Davis

V-March: Veganuary’s New Sister Campaign Expands the Plant-Based Movement in China 

Written by Benjamin Davis on . Posted in Global Marketplace.

The global success of Veganuary continues to gain momentum, and now it’s taking a strategic step into China with the launch of V-March (Mangchun Sanyue, 茻春三月). This new campaign, developed by China Vegan Society with the support of Veganuary’s global team, will run throughout March 2025, introducing the plant-based challenge to a market with deep plant-based culinary traditions and massive growth potential. 

With over 50 businesses in China already committed to participating, V-March will serve as a major catalyst for plant-based growth in both China and broader Asian markets. 

 

Why China? Why March? 

Veganuary, which encourages people to try a vegan diet for the month of January, has become a global phenomenon, with 25.8 million participants worldwide in 2025. However, launching it in China during January presents a unique challenge—the Lunar New Year often falls between late January and early February, a time when people gather for traditional, often meat-heavy, celebrations. 

Recognizing this, China Vegan Society created V-March as a better cultural fit, allowing plant-based exploration to take center stage after the holiday season. 

“China boasts extraordinary plant-centered culinary traditions. We have more reasons than ever to celebrate those traditions amid all the health, ecological, and ethical crises we are struggling with today.” 

– Jian Yi, Founder & CEO, China Vegan Society 

By launching in March, V-March aligns with a renewed focus on health, sustainability, and innovation—and the participation of major businesses in China suggests strong market interest in plant-based foods. 

The success of Veganuary has demonstrated that plant-based trials lead to long-term purchasing shifts. V-March is expected to drive similar consumer behavior in China, creating a key opportunity for retailers and foodservice operators looking to expand their plant-based offerings. 

 

What This Means for the Global Plant-Based Movement 

V-March is more than just an extension of Veganuary—it’s an indicator of plant-based eating’s global adaptability. While the concept of a month-long vegan challenge started in the UK, its success across 20+ countries proves that localized, culturally relevant adaptations are key to driving plant-based growth. 

“As people become more aware of the incredible impact our food choices have on the health of our planet, attitudes towards plant-based eating are changing everywhere.” 

– Toni Vernelli, Head of Communications, Veganuary 

With China’s growing plant-based sector and businesses eager to participate, V-March has the potential to drive real market shifts. Buyers should watch closely—this could be the start of a major expansion in plant-based product demand in Asia and beyond. 

Industry Beat: Darn You, Impossible Foods! 

Written by Benjamin Davis on . Posted in Manufacturing, Products, The Industry Beat.

by Benjamin Davis, Content Chair, Plant Based World Expo

Let me start by saying this is a rave review of Impossible Foods. But I have a bone to pick with them. (Or should I say, a soy protein isolate to pick?) 

For months, I’ve been committed to eating a fully whole-food, plant-based diet. I start every day with a giant kale salad—you know, the kind packed with colorful veggies, cranberries, cashew nutritional yeast parm and smothered with a creamy homemade tahini dressing. Oh, and don’t forget those rosemary seasoned almonds from Trader Joes! 

But then Impossible sent me a package of their latest plant-based meats—and suddenly, my kale salad is looking a little… optional. 

Impossible Is Making It Impossible to Eat Only Kale 

Inside this beautifully branded box of temptation, I found: 

Ground beef – Looks, cooks, and browns like the real thing. Impossible claims it’s “for people who love meat,” and frankly, I feel attacked.
Hot dogs – Perfectly juicy, instantly bringing me back to cherished days at the ballpark or on the golf course where, as my Dad calls them, “Dogarithms” were the standard cuisine.
Lion King-shaped nuggets – Nostalgia in a crispy, golden shell. (Yes, I am an adult. Yes, I still dipped them in way too much sauce.)
Spicy chicken patties – Crunchy on the outside, tender on the inside, and just the right level of heat.
Savory breakfast sausage patties – A rich, meaty start to the day. That’s the real takeaway here: balance. Even the most committed whole-food plant-based eaters can make room for a little indulgence, especially when the flavors work together. Impossible sausage + sautéed kale = a breakfast that satisfies both cravings and conscience. 

and last but certainly not least…

Corn dogs – The ultimate state fair throwback. As soon as I took a nibble, I knew my whole-food plant-based streak was over. 

Each bite reminded me why Impossible has earned its place as the leader in plant-based meats. The textures? On point. The flavors? Deeply satisfying. The ability to make me question my life choices? Unmatched. 

 

Why Impossible Is Winning the Plant-Based Meat Game 

The reason these products are so disruptive (to my kale agenda and to the industry) is because they nail the key factors that drive repeat purchases: 

They taste amazing. People don’t want “good for plant-based”—they want good, period. Impossible delivers.
They cook like the real thing. Ground beef that browns properly? Chicken patties that crisp up just right? This matters.
They’re fun. The Lion King nuggets alone deserve their own award for inner child excitement. FACT: You do not need to be 8 years old to enjoy a safari animal-shaped crispy nugget, I promise!
They target meat eaters. Impossible isn’t catering to the already converted—they’re making products that omnivores will actually enjoy, and purchase, again and again. 

That’s why retailers, restaurants, and foodservice buyers should pay close attention. While the plant-based category has faced challenges, brands like Impossible are proving that the right product can bring customers back for more. 

So, to Impossible Foods: Darn you. You’ve made it Impossible for me to stick to my kale-and-lentils plan. But more importantly… thank you. Because sometimes, even the most plant-pure among us just want an undeniably savory sausage patty or a chomp of crispy, spicy, nostalgia-fueled perfection. 

Now if you’ll excuse me, I have a half-eaten salad to abandon and a corn dog to finish.

Plant Based World Joins the Emerald Family: A Catalyst for Industry Growth 

Written by Benjamin Davis on . Posted in Event Spotlights, Global Marketplace, Industry updates, Plant Based World Europe, Plant Based World North America.

In a landmark development for the global plant-based food industry, Emerald Expositions, a leading media and trade show company, has acquired Plant Based World Expo (PBW). This acquisition signals a new era for PBW, bringing increased resources, an expanded reach, and a long-term growth strategy that aligns with the accelerating momentum of the plant-based sector. 

For Benjamin Davis, Content Chair for Plant Based World, this moment represents the culmination of a vision that began in 2018. “When we first wrote the business plan for Plant Based World Expo, we set out to create a platform that could serve as a hub for the entire plant-based food industry—a place where innovation, collaboration, and inspiration could thrive,” Davis shares.  

Jonathan Morley, General Manager of Plant Based World added to these sentiments, “Our ability to support the growth of the industry is now elevated through Emerald’s acquisition. It validates the industry and ensures PBW will have the resources it needs to continue leading the charge for years to come.” 

 

An Opportunity for All Industry Stakeholders 

Plant Based World has quickly established itself as the premier event for the plant-based food sector on two continents, connecting foodservice and retail buyers, manufacturers, investors, and service providers in an ecosystem that drives innovation and collaboration. The partnership with Emerald amplifies these efforts by tapping into the company’s vast expertise in managing large-scale trade shows and expanding global networks. 

Gannon Brousseau, Executive Vice President of Emerald’s Food Group, emphasized the strategic importance of adding PBW to the company’s portfolio. “Plant Based World represents a high-growth, high-potential area that is more than just a trend- it’s an exciting new frontier” Brousseau states. “Emerald is committed to investing in industries that shape a more sustainable, healthful, and innovative future, and Plant Based World aligns perfectly with that mission. We’re excited to work with the PBW team to help the industry reach new heights.” 

A Future-Forward Vision 

Emerald’s acquisition comes at a time when the plant-based industry is experiencing unprecedented growth. With the global plant-based food market projected to reach $113.05 billion by 2031, the opportunity for expansion is clear. The plant-based category is no longer niche—it is reshaping food systems, driven by consumer demand for sustainability, health, and ethical eating. 

What’s Next for PBW? 

With Plant Based World Expo North America scheduled for September 24-25, 2025 in New York City and Plant Based World Expo Europe set for November 11-12, 2025 in London, the events are poised to showcase their most dynamic iterations yet. From groundbreaking product launches and hosted buyer meetings to thought-provoking panel discussions, attendees can expect an elevated experience that reflects the growing importance of plant-based innovation in the food industry. 

As Davis aptly puts it, “This is just the beginning. With Emerald’s backing, Plant Based World is not only growing; it’s becoming an enduring force for positive change in our global food system.” 

Beyond B Corp: How Plant-Based Brands Can Build Real Accountability with Consumers 

Written by Benjamin Davis on . Posted in Industry updates, Manufacturing.

The plant-based food movement is built on values—sustainability, ethics, and transparency—which is why so many brands pursue third-party certifications to validate their commitments. But what happens when a once-respected certification loses credibility? 

This week, Dr. Bronner’s, the highest-scoring B Corp in the world, announced it will not renew its certification, citing concerns that B Lab has failed to protect the integrity of the standard by allowing large corporations with questionable supply chains to obtain certification. 

“Despite our multi-year effort urging B Lab to strengthen its standards, they have allowed the subsidiaries of multinational companies—that have histories of socially & environmentally destructive practices in their supply chains—to obtain the certification & use it to greenwash their branding.”
– Dr. Bronner’s, LinkedIn Announcement 

For plant-based brands, this is a wake-up call. If one of the most mission-driven companies in the world believes B Corp no longer guarantees true accountability, how can plant-based brands build trust with consumers in a more meaningful way? 

 

Building Brand Accountability Beyond Certifications 

Third-party certifications like B Corp, Non-GMO Verified, and Organic can be useful tools, but they are not substitutes for real transparency. The modern wave of conscious consumers—especially those choosing plant-based foods—are increasingly skeptical of corporate sustainability claims and want real proof, not just labels. 

Here’s how plant-based brands can demonstrate accountability without relying on B Corp: 

  1. Disclose Your Supply Chain with Radical Transparency
  • Show customers exactly where your ingredients come from. 
  • Share supplier partnerships, sourcing locations, and impact reports on your website and packaging. 
  • Utilize blockchain technology or QR codes to give real-time traceability to consumers. 

Example: Oatly publicly shares its sustainability impact, including water and land use, per liter of oat milk sold. 

 

  1. Commit to Real Audits & Public Reporting
  • Conduct third-party supply chain audits and publish the findings—even the challenges. 
  • Set specific, time-bound sustainability goals and report progress annually. 
  • Use verified regenerative or fair-trade certifications that require on-the-ground audits. 

Example: Alter Eco Chocolates shares in-depth impact reports on its supply chain, including carbon offsets and regenerative farming initiatives. 

 

  1. Engage Customers with Two-Way Accountability
  • Create a consumer advisory board to get real feedback on sustainability efforts. 
  • Open direct channels for customer inquiries on ethical sourcing, production, and impact. 
  • Encourage independent watchdogs to evaluate your claims. 

Example: Patagonia has an independent review board for its environmental impact statements. 

 

  1. Support Industry-Wide Change
  • Align with policy-driven initiatives to push for systemic reform in food production. 
  • Collaborate with NGOs and sustainability organizations instead of relying on certifications alone. 
  • Advocate for legislation that enforces stricter supply chain regulations. 

Example: The Plant Based Foods Association (PBFA) works with manufacturers to drive policy and advance legislation for the betterment of the industry. 

 

What This Means for Plant-Based Brands 

If Dr. Bronner’s is walking away from the B Corp certification, plant-based brands need to rethink what accountability looks like. Instead of checking a box, brands must prove their commitment through action, transparency, and direct consumer engagement. 

Your customers are paying attention—they want to support brands that are genuinely ethical, not just certified as such. Now is the time for plant-based companies to lead with authenticity and set a new standard for accountability in the food industry. 

ZEST: Harnessing Fungi, AI, and Collaboration for a Sustainable Food Future 

Written by Benjamin Davis on . Posted in Research, Technology.

The global food system is facing unprecedented challenges, from meeting the dietary needs of a growing population to mitigating the environmental impact of traditional protein production. Enter ZEST—a groundbreaking European initiative that combines fungal fermentation, artificial intelligence (AI), and cross-border collaboration to revolutionize the way we produce protein and address food system sustainability. 

Fungi: A Game-Changer in Protein Production 

Fungi have emerged as a promising solution for sustainable protein production. By fermenting on agricultural side streams, fungi offer a way to create high-value protein with significantly lower environmental costs than traditional meat production. 

Environmental Benefits: Compared to livestock farming, fungi fermentation uses far less water, generates fewer greenhouse gas emissions, and reduces land use.

Nutritional Advantages: Fungi are rich in protein, dietary fiber, and essential nutrients like vitamins D and B12.

Ethical and Religious Compatibility: Fungal protein production avoids ethical concerns associated with meat production and is free from religious dietary restrictions.

ZEST leverages these attributes by using fungi to upcycle agro-industrial byproducts into high-quality protein and potentially nutraceuticals, contributing to a circular economy. 

AI-Powered Innovation in Fungal Fermentation 

A unique aspect of ZEST is its integration of artificial intelligence to optimize the fungal fermentation process. AI-driven modeling is used to enhance the efficiency of fungi growth, ensuring that the fermentation system produces the highest possible yield of protein and nutrients.

Process Optimization: AI helps monitor and adjust fermentation conditions in real time, reducing resource consumption and maximizing output.

Cost Reduction: By streamlining operations, AI technology helps overcome the traditional cost barriers associated with biorefineries, making fungal protein production more competitive.

Scalable Solutions: AI’s ability to model and predict outcomes allows ZEST to develop scalable systems adaptable to different regions and resource streams. 

Collaboration Across Borders 

ZEST exemplifies the power of cross-border collaboration. With twelve partners across five European countries, the project unites expertise in biotechnology, food safety, AI, and industrial fermentation. Key players include the Danish Technological Institute, Tate & Lyle, and Nordzucker, along with research institutions and innovative SMEs.

This transnational effort ensures that solutions are developed with diverse inputs, addressing region-specific challenges while creating universally applicable technologies. 

From Sidestreams to Solutions 

The core mission of ZEST is to demonstrate a sustainable fermentation system that converts agricultural sidestreams into: 

High-quality fungal protein for food and feed. 

Nutraceuticals for health applications. 

Non-food byproducts that support circular bioeconomies. 

By turning waste into valuable resources, ZEST contributes to a more sustainable food production system while supporting EU policies like the Farm to Fork Strategy. 

ZEST is not just a scientific project; it’s a blueprint for the future of food. By addressing protein production, resource efficiency, and waste management, ZEST offers a scalable, sustainable model that can be replicated globally.

As ZEST progresses over the next four years, the insights and technologies it develops will shape the future of protein production. For those passionate about sustainability, biotechnology, and innovation, ZEST is a project to watch. 

Stay updated on ZEST’s journey by visiting their website.  

The UK’s Plant-Based Boom: What’s Driving Growth in the British Isles? 

Written by Benjamin Davis on . Posted in Global Marketplace, Government, Policy, Trends.

The United Kingdom has witnessed a significant surge in the adoption of plant-based diets, positioning itself as a leader in the global shift towards sustainable and health-conscious eating habits. This growth is propelled by a combination of evolving consumer preferences and supportive government policies. 

Consumer Demand and Market Expansion 

Recent data indicates that approximately 3-5% of the UK adult population identifies as vegan, a notable increase from 1% in 2016. This upward trend reflects a growing awareness of health, environmental, and ethical considerations associated with diet.  

The market for plant-based products has expanded correspondingly. Sales of meat-free products in the UK have grown by 40%, from £582 million in 2014 to an estimated £816 million in 2019, with projections exceeding £1.1 billion by 2024. Similarly, the plant-based milk alternatives market was valued at £260 million in 2019 and is expected to more than double to £565 million by 2025.  

Government Policy and Institutional Support 

Government initiatives have played a crucial role in fostering this dietary shift. The UK’s national innovation agency, Innovate UK, has invested up to £6.5 million in projects supporting the development of the plant-based protein sector, aiming to meet global consumer demands and create export opportunities.  

Additionally, organizations such as the Plant-Based Food Alliance UK have presented key requests to policymakers, emphasizing the promotion of plant-based foods in sustainable and healthy diets. These include developing a national action plan, updating dietary guidelines, and reforming food standards to align with sustainability goals.  

Health and Environmental Considerations 

The UK’s commitment to addressing climate change and public health challenges has further accelerated the plant-based movement. Reports highlight that food systems account for about a third of greenhouse gas emissions. Transitioning to plant-based diets is recognized as a viable strategy to reduce these emissions and promote health.  

Innovate UK is an organization working alongside governments to promote the emergence of plant-based innovation to keep up with this trend investing over £34 million to drive business growth and ensure the long-term resilience of UK food production. Their projects address a range of categories, including Alternative Proteins, Biofortified & Fortified Foods, Cultivated Meat, New/Novel Systems and Plant-Based Foods. This holistic approach ensures the development of both products and structures to evolve the food system in a healthy and sustainable direction. 

The UK’s plant-based boom is driven by a confluence of consumer demand, government support, and a collective shift towards sustainable living. As the market evolves, ongoing collaboration between industry stakeholders and policymakers will be essential to sustain and enhance this growth trajectory.  

Be sure to join us at Plant Based World Expo Europe in 2025 to witness the growth of the marketplace and taste the latest innovations for yourself.  

The Power of Pea Protein: Why It’s Leading the Charge in 2025 

Written by Benjamin Davis on . Posted in Ingredients, Trends.

Pea protein has emerged as a frontrunner in the global protein market. Its versatility, nutritional profile, and sustainable production have positioned it at the forefront of food innovation in 2025. 

Market Growth and Projections 

The global pea protein market has experienced significant growth, with its value reaching approximately USD 2.42 billion in 2024. Projections indicate that this market will continue to expand, reaching USD 7.13 billion by 2033, driven by a compound annual growth rate (CAGR) of 12.78% over the forecast period.  

Factors Driving Popularity 

Nutritional Benefits: Pea protein is rich in essential amino acids, making it a complete protein source suitable for various dietary needs.

Allergen-Friendly: Unlike soy, wheat or dairy proteins, pea protein is hypoallergenic, catering to consumers with specific dietary restrictions.

Sustainability: Pea cultivation has a lower environmental impact compared to animal farming, aligning with the increasing consumer demand for eco-friendly products.

Innovative Applications by Leading Companies 

Several companies have harnessed the potential of pea protein to develop innovative products: 

Puris: A key player in the pea protein industry, Puris is a family-owned business that began as a seed supplier for farmers and now integrates its products vertically across the entire supply chain. Puris supplies high-quality pea protein ingredients for various applications, including plant-based meats and beverages. AcreMade is Puris’s plant-based egg product, made entirely from their proprietary pea protein blend.  

Ripple Foods: Specializing in dairy alternatives, Ripple Foods utilizes pea protein to produce milk, yogurt, and other products that offer high protein content without the allergens associated with traditional dairy.  

Beyond Meat: A pioneer in plant-based meat alternatives, Beyond Meat utilizes pea protein as it’s main protein base to replicate the texture and taste of animal-based meats, appealing to both vegetarians and meat-eaters. 

Abbot’s Butcher: Abbot’s Butcher has one of the cleanest labels for a meat alternative, featuring little more than pea protein and spices. Offering SKUs such as ground beef, chorizo and seasoned chicken strips, this versatile protein is a great option for natural and conventional retailers to stock for allergy-sensitive customers. Abbott’s was the protein of choice for QSR giant Chipotle when they trialed their plant-based chorizo. 

 

With continuous advancements in food technology and a growing consumer base seeking sustainable and health-conscious options, pea protein is set to play a pivotal role in the future of food innovation. 

Beyond the West: Emerging Markets for Plant-Based Foods

Written by Benjamin Davis on . Posted in Global Marketplace, Trends.

The global plant-based food industry is experiencing significant growth, with emerging markets in Asia and Africa playing a pivotal role in this expansion. As consumer preferences shift towards healthier and more sustainable options, plant-based brands are making strategic inroads into these fast-growing regions. 

 

Market Growth and Consumer Demand 

In Asia, the plant-based sector has witnessed remarkable progress. According to Innova Market Insights, Asia experienced an 85% compound annual growth rate (CAGR) in food and beverage launches with plant-based claims between 2018 and 2022, the fastest globally. Organizations such as Dao Foods International are actively promoting the growing opportunity for plant-based foods in Asia and supporting a portfolio of companies poised to break through in various regions.

This surge is driven by increasing health consciousness, environmental concerns, and a rise in flexitarian diets among consumers. 

Africa is also emerging as a promising market for plant-based foods. The continent’s growing middle class and urbanization are contributing to a shift in dietary habits, with a greater openness to alternative protein sources. While specific data on plant-based market growth in Africa is limited, the global plant-based food market is expected to grow threefold, rising from USD 11.3 billion in 2023 to USD 35.9 billion by 2033, indicating substantial opportunities for expansion. Industry leaders, including Plant Based World Expo advisor Michelle Adelman, are specifically targeting the region of South Africa. The company Adleman founded, Infinite Foods, started with a 100% plant-based cafe in Johannesburg and evolved to offer leading plant-based CPG products to the local marketplace.

Latin America marks another market poised to break out as a plant-based powerhouse in coming years. Columbia on it’s own has a plant-based market poised to reach $521 Million by 2028. Brazil has made a multi year commitment to present a pavilion demonstrating product innovation at Plant Based World Expo North America and Europe in the same time span. Latin American markets are traditionally heavy meat consumers, opening up ample room for disruption from plant-based innovations.

While appetite for the plant-based products is high, a variety of challenges present themselves for increased adoption in these emerging areas. 

 

Challenges in Penetrating Emerging Markets

Despite the promising growth, plant-based brands face several challenges in these regions: 

Cultural Preferences and Dietary Habits: Traditional diets in many Asian and African countries are deeply rooted in local cultures. Introducing plant-based alternatives requires careful adaptation to local tastes and culinary practices. For instance, in Asia, where tofu and tempeh are already staple foods, new plant-based products must offer distinct value propositions to stand out.

Price Sensitivity: Consumers in emerging markets are often price-conscious. Plant-based products, which can be more expensive due to production costs and import tariffs, may face resistance unless they are competitively priced or perceived as offering superior value.

Supply Chain and Infrastructure: Establishing a reliable supply chain for plant-based ingredients can be challenging in regions lacking advanced logistics and storage facilities. This can affect product availability and shelf life, hindering market penetration.

 

Strategies for Success 

To navigate these challenges, plant-based brands are adopting several strategies: 

Localization of Products: Brands are tailoring their offerings to align with local tastes and culinary traditions. In Asia, for example, companies are developing plant-based versions of regional dishes and flavors to appeal to local consumers.

Strategic Partnerships: Collaborating with local distributors, retailers, and foodservice providers helps brands gain market insights and expand their reach. Partnerships with local influencers and chefs can also enhance brand credibility and acceptance.

Investment in Education: Raising awareness about the health and environmental benefits of plant-based diets is crucial. Many emerging global regions are rapidly moving towards a standard Western diet, and consumers in these regions are not yet accustomed to understanding the benefits of plant-based diets and animal product alternatives. Brands are investing in marketing campaigns and educational initiatives to inform consumers and shift perceptions. 

 

Future Outlook 

The plant-based food industry in Asia and Africa is poised for continued growth. As manufacturers, retailers and foodservice operators adapt to local markets and overcome existing challenges, these regions are expected to become significant contributors to the global plant-based movement. With increasing consumer awareness and demand, the opportunities for innovation and expansion in these emerging markets are substantial. 

Plant-Based Foodservice: The #1 Menu Trend of 2025 

Written by Benjamin Davis on . Posted in Foodservice, Hospitality, QSR, Restaurants, Trends.

Plant-based foods are no longer just a niche offering—they’ve claimed their spot as the number one menu trend of the year. From quick-service chains to fine dining restaurants and corporate cafeterias, establishments are embracing plant-based options not only to meet rising consumer demand but also to align with broader food trends shaping the industry. 

Let’s explore how plant-based foods connect with the other top menu trends highlighted by Total Foodservice and why incorporating them into your menu is a recipe for success in 2025. 

 

  1. Health and Wellness

Today’s diners prioritize wellness, seeking foods that nourish the body while satisfying the palate. Plant-based foods naturally align with this trend, as they are often lower in cholesterol and saturated fats while being rich in nutrients, fiber, and antioxidants. 

Restaurants can tap into this demand by offering whole-food plant-based dishes, such as hearty grain bowls, fresh vegetable-packed salads, and innovative alternatives to traditional meat and dairy ingredients. By highlighting the health benefits of these offerings, you can position your menu as both indulgent and good for your customers. 

 

  1. Local Ingredient Sourcing

Sourcing locally isn’t just about sustainability—it’s about celebrating freshness and supporting the community. This trend dovetails perfectly with plant-based menus, as fruits, vegetables, grains, and legumes can often be sourced from regional farms. 

For example, a plant-based menu might feature a seasonal roasted vegetable platter or a soup made with local root vegetables, showcasing the flavors of your area. Emphasizing local ingredients can also reduce food miles, aligning with diners’ environmental values. 

 

  1. Menu Optimization

In 2025, less is more when it comes to menu design. Streamlined offerings that focus on quality over quantity resonate with customers and make operations more efficient. Plant-based menus thrive in this environment, as a few versatile ingredients—like tofu, mushrooms, lentils or chickpeas—can be prepared in numerous ways to create diverse dishes. 

Consider a plant-based menu that highlights three or four core ingredients, each transformed into appetizers, mains, and even desserts, ensuring your kitchen runs smoothly while maintaining creativity. 

 

  1. Comfort Foods

Comfort foods never go out of style, and 2025 sees them taking on a plant-based twist. Think mac and cheese made with creamy cashew sauce, hearty vegan chili, or decadent dairy-free chocolate cake. 

Plant-based comfort foods appeal to diners seeking indulgence without compromise. They’re also a hit with flexitarians looking for familiar dishes that are better for their health and the planet. 

 

  1. Global Flavors

Plant-based foods offer endless opportunities to explore global cuisines, from Middle Eastern falafel and Indian curries to Thai tofu stir-fries and Ethiopian lentil stews. 

Incorporating plant-based versions of international dishes allows restaurants to expand their appeal while respecting cultural authenticity. By using traditional spices and cooking techniques, you can offer a dining experience that’s both plant-based and globally inspired. 

 

  1. Sense of Community

Restaurants have always been a place for connection, and in 2025, the sense of community takes center stage. Offering plant-based options can enhance inclusivity and guard against the dreaded “veto vote”, ensuring that diners with diverse dietary preferences feel welcome. 

Hosting plant-based cooking classes, community dinners, or partnerships with local vegan organizations can further strengthen your restaurant’s ties to the community, making your establishment more than just a place to eat—it becomes a hub for shared values and experiences. 

 

Position Your Restaurant for Success in 2025 

Plant-based foods are more than a trend—they’re a movement that intersects with nearly every other major trend of the year. From health-conscious diners to sustainability-minded consumers, offering plant-based options ensures your restaurant stays ahead of the curve. 

By embracing these interconnected trends and positioning your menu at the forefront of plant-based culinary innovation and marketing, you’ll not only attract a loyal customer base but also contribute to a more inclusive, sustainable, and delicious future. 

Juicy Marbles: Europe’s Plant-Based Whole-Cut Pioneer Enters the US Market 

Written by Benjamin Davis on . Posted in Global Marketplace, Manufacturing, Products, Retail.

Slovenian startup Juicy Marbles, a leader in the plant-based whole-cut meat category, has announced its highly anticipated entry into the U.S. retail market. Known for their high-end filet mignon steaks, loins, and baby back ribs, Juicy Marbles is redefining the boundaries of what plant-based meat can be. 

The company’s expansion builds on its success in Europe, where its products are sold in 3,500 stores across major retailers like Tesco, Sainsbury, and Whole Foods. With plans to secure profitability by the end of 2025, Juicy Marbles is not only a brand to watch but also a key player in the global evolution of plant-based foods. 

 

A Pioneer in Whole-Cut Plant-Based Innovation 

Juicy Marbles has distinguished itself in the plant-based market by focusing on whole cuts—a category often considered the “holy grail” of plant-based meat. Using a proprietary extrusion-like process, the company replicates the texture and fibers of animal meat while injecting fat and adding color to create a realistic steak experience. 

“Our products deliver the premium, indulgent experience that consumers crave, without the ethical and environmental trade-offs of traditional meat,” said CEO Tilen Travnik. 

 

Why the U.S. Market Matters 

While Juicy Marbles has built a strong following in Europe, its U.S. expansion signals a new chapter for the brand. A pivotal moment came when the company was mentioned in the Netflix documentary You Are What You Eat, which doubled their online revenue in the U.S. However, Travnik recognizes the challenges of scaling online sales in the U.S. due to the high costs of temperature-controlled shipping. 

The company has secured a key U.S. distributor and aims to make its products widely available in retail stores this year. “In the U.S., our customers range from hardcore vegans to flexitarians, and even meat eaters looking for premium plant-based alternatives,” noted Travnik. 

 

A New Product for Accessibility 

To broaden its appeal, Juicy Marbles is developing a new product at a lower price point. “We want to retain the features consumers love while manufacturing more efficiently,” explained Travnik. This move aligns with the company’s strategy to expand its consumer base while maintaining its high-quality standards. 

 

Collaboration and the Future of Plant-Based Meat 

Juicy Marbles is also exploring hybrid approaches to plant-based meat, collaborating with precision fermentation and cell culture startups. The goal is to integrate these technologies to enhance the flavor and functionality of their products. “The future of plant-based meat is hybrid,” said Travnik. “Plant-based will form the bulk, with precision fermentation and cell culture adding functional components.” 

 

Positioning in a Changing Market 

As the plant-based industry matures, Juicy Marbles is navigating what Travnik calls the “trough of disillusionment,” where consumers are demanding higher-quality products. By delivering premium experiences, the brand is poised to not just survive but thrive, even as market growth stabilizes. 

 

What to Expect in 2025 

With its U.S. retail launch, a pipeline of innovative products, and a commitment to redefining plant-based whole cuts, Juicy Marbles is setting the stage for a transformative year. Retailers stocking their products will offer consumers an experience that bridges the gap between indulgence and sustainability. 

Juicy Marbles’ bold expansion into the U.S. highlights the growing importance of whole-cut plant-based meats as a cornerstone of the future food landscape.