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Author: Benjamin Davis

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.  

2025 Plant-Based Trends to Watch: Predictions from Global Industry Leaders 

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

As the plant-based food industry continues its dynamic evolution, 2025 is poised to usher in significant innovations and shifts. Industry leaders and market analysts have identified key trends set to shape the sector this year, ranging from novel ingredient explorations to enhanced sustainability practices. 

  1. Diversification of Plant-Based Proteins

Manufacturers are expanding beyond traditional protein sources like soy and pea to include alternatives such as chickpea, fava bean, and algae. This diversification aims to improve taste, texture, and nutritional profiles, offering consumers a broader array of options.  

Read more on the top 2025 plant-based trends from Biocatalysts. 

  1. Aquatic Ingredients Gaining Prominence

Seaweed and other sea vegetables are expected to become central components in plant-based diets. Their rich nutrient profiles and sustainable cultivation methods make them attractive to health-conscious and environmentally aware consumers. Also stay on the lookout for ube, tea, peppers, tamarind and sourdough to take centerstage in 2025.  

Read more on the top 2025 plant-based trends from the Institute of Culinary Education. 

  1. Emphasis on Transparency and Clean Labeling

Today’s consumers demand openness regarding sourcing and production practices. Brands are responding by highlighting natural, minimally processed ingredients and providing clear labeling to build trust and meet consumer expectations.  

Read more on the top 2025 plant-based trends from FoodBev, The Plant Base Mag. 

  1. Sustainable and Vegan Packaging Innovations

The industry is moving towards animal-derivative-free, sustainable packaging solutions. Materials such as plant-based biodegradable plastics, compostable packaging, and even edible packaging are set to become standard, aligning product packaging with the ethical values of vegan consumers.  

Read more on the top 2025 plant-based trends from Petitchef. 

  1. Integration of Functional Ingredients

There is a growing incorporation of functional ingredients that offer health benefits beyond basic nutrition. This includes the addition of components that support gut health, immune function, and overall well-being, catering to consumers seeking multifunctional foods.  

Read more on the top 2025 trends from Innova Market Insights. 

  1. Focus on Local and Global Food System Integration

Balancing local and global food sourcing is becoming increasingly important. Consumers are looking for products that support local economies while also embracing global flavors and ingredients, leading to a more interconnected and responsible food system.  

Read more on the top 2025 trends from DKSH Discover. 

  1. Reinvention of Traditional Recipes

There is a trend towards revisiting classic recipes with a plant-based approach, honoring traditional flavors while adapting them for modern consumers. This fusion of nostalgia and innovation caters to the desire for authentic connections through food.  

Read more on the top 2025  trends from DACSA. 

 

These trends reflect a broader movement towards sustainability, health consciousness, and technological integration within the plant-based food industry. As consumer preferences evolve, the industry is set to adapt and innovate, offering products that meet the demands of a changing market landscape.  

Stay tuned to Plant Based World Pulse as we follow the unfolding of these trends in 2025 and beyond. 

Industry Beat: Stand Out Plant-Based Companies 2025 – Part 1

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

By Benjamin Davis, Content Chair, Plant Based World 

Being deeply embedded in the plant-based food industry, I often get asked which companies truly stand out. What are the brands that combine innovation, taste, and quality in ways that resonate with consumers? Well, let me introduce you to my fridge staples—five standout companies that consistently deliver, offering a plant-based meal concept that hits the spot 100% of the time. 

Today, I want to kick off a new series spotlighting five stand-out plant-based companies that are redefining their categories. Together, these brands make up my dream team for the ultimate plant-based deli experience. Retailers take note: if your store shelves have all these products in stock, you’re almost guaranteed to win customers like me who are looking for a one-stop-shop to build the perfect plant-based meal. 

 

  1. Plant Provisions: A Deli Lover’s Dream

Plant Provisions redefines what deli “meat” can be with their slices made entirely from whole plant ingredients like chickpeas, sweet potatoes, peppers, beets, and carrots. Flavors such as chipotle, mesquite, Tuscan, and smokehouse deliver the satisfaction of a classic deli sandwich with a wholesome, veggie-forward profile. 

I first discovered Plant Provisions at Earth Fare here in Asheville, NC, and now I’m on a mission to see these slices on more shelves, both natural and conventional. They’re not just a product; they’re a game-changer for sandwich lovers, and they form the cornerstone of my daily lunch spread. 

 

  1. Violife: The Cheese That Raises the Bar

One of the biggest trends to watch in 2025 is the rise of plant-based cheeses that “wow” even hardcore cheese lovers. Violife is already leading the way. Their sandwich slices, especially the mature cheddar flavor, perfectly complement Plant Provisions’ deli slices for a plant-based deli experience that satisfies on every level. 

What sets Violife apart? They’re allergen-friendly, avoiding gluten, nuts, and soy, which makes them accessible to a broader audience. Whether it’s their cream cheese, shredded mozzarella, or sandwich slices, Violife consistently delivers a cheese experience worth raving about. 

 

  1. Dave’s Killer Bread: Trustworthy and Wholesome

In a category often dominated by heavily processed products, Dave’s Killer Bread is a beacon of quality. Their breads are packed with seeds and grains, delivering a fresh-baked experience that feels as wholesome as it tastes. 

When it comes to crafting my perfect sandwich, Dave’s is my go-to. Whether it’s their loaves, bagels, or burger buns, the Dave’s logo is all I need to see to know I’m making the right choice. 

 

  1. Bitchin’ Sauce: King of Sauces

No sandwich is complete without Bitchin’ Sauce. The chipotle flavor is a staple, and its bold, almond-based creaminess eliminates the need for any other condiments. One swipe of Bitchin’ on Dave’s Killer Bread, paired with Plant Provisions slices and Violife cheddar, and lunch is served. 

Bitchin’ Sauce comes in a variety of flavors like buffalo, cilantro chili, and spinach artichoke, but for me, chipotle reigns supreme. It’s the sauce that keeps me coming back time and time again. 

 

  1. Ithaca Hummus: A Flavor Revolution

If Bitchin’ Sauce is the king of sauces, Ithaca Hummus is the king of hummus. With bold flavors like lemon dill, beet garlic, and jalapeño lime, Ithaca elevates a simple hummus into a culinary experience. 

Ithaca’s lemon garlic flavor, in particular, adds a fresh, zesty kick to sandwiches or serves as the perfect dip for carrots or chips. It’s a shining example of how a traditional product can be taken to the next level with quality ingredients and creative execution. 

 

Takeaways for Retailers 

Retailers who stock these five brands together can create a one-stop shop for customers looking to craft the perfect plant-based sandwich or snack spread. Each brand offers something unique, but together, they form a harmonious meal experience that keeps customers like me coming back for more. 

For aspiring plant-based companies, the lesson here is clear: Innovate with purpose, prioritize quality, and focus on creating memorable food experiences. That’s how you stand out in 2025 and beyond. 

Stay tuned for more articles exploring the plant-based companies that are delivering on quality and flavor, and mark your calendars for Plant Based World Expo North America and Europe to taste it for yourself this fall!

Superfoodio Launches Peanut Butter Better Cups in UK Supermarkets 

Written by Benjamin Davis on . Posted in Products, Retail.

Superfoodio, a UK-based better-for-you snack brand, has unveiled its latest product innovation: Peanut Butter Better Cups, now available in over 130 Co-op stores nationwide. This launch marks the brand’s entry into the growing better-for-you confectionery market, offering a unique twist on the traditional peanut butter cup by focusing on natural ingredients and plant-based nutrition. 

The Peanut Butter Better Cups feature a creamy peanut butter center encased in a peanut butter-based shell, forgoing conventional chocolate coatings. The product is available in three flavors: The Original, PB & Jelly, and No Added Sugar, catering to a variety of consumer preferences. 

A Response to Consumer Demand 

According to Superfoodio’s co-founders, Nirali and Jagir Mankodi, the Better Cups were developed in response to the success of their Peanut Butter Buttons range, which highlighted a growing demand for indulgent yet wholesome snack options. 

“This isn’t just a snack; it’s a love letter to peanut butter aficionados everywhere,” said Nirali Mankodi.  

Jagir Mankodi added, “Our ethos of ‘Getting Back to the Basics of Food’ ensures every product is made with 100% natural ingredients, free from palm oil, refined sugars, stabilizers, and artificial additives. With this approach, we’re confident the Better Cups will resonate with today’s health-conscious consumers.” 

Retail and Online Availability 

Currently, The Original Peanut Butter Better Cups are stocked in Co-op stores across the UK. The full range is also available for purchase online through Amazon and the Superfoodio website, with additional retail listings expected in the coming months. 

Category Innovation 

The Better Cups aim to disrupt the confectionery aisle by combining indulgence with health-focused benefits. By emphasizing vegan, gluten-free, and sustainable attributes, Superfoodio is positioning the product as a standout option in the competitive snack sector. 

Superfoodio’s focus on plant-powered snacks aligns with broader trends in the UK food market, where demand for vegan and better-for-you products continues to rise. This launch underscores the brand’s commitment to innovation while staying true to its mission of delivering snacks that are both delicious and sustainable. 

About Superfoodio 

Founded by Nirali and Jagir Mankodi, Superfoodio is a family-owned business with a passion for creating snacks that prioritize both flavor and health. The brand’s mission extends beyond the plate, aiming to make a positive impact on people and the planet. 

For more information on Peanut Butter Better Cups and Superfoodio’s product range, contact: 

Follow Superfoodio on social media: @superfoodio 

As the Better Cups roll out, Superfoodio is well-positioned to capture the attention of buyers and consumers seeking innovative, natural snack options. With a focus on quality and sustainability, the brand continues to carve out its niche in the evolving world of plant-based snacking. 

Menu Tips: Keep the Magic of Veganuary Going All Year Long

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

Veganuary has become a cultural phenomenon, with millions of people around the UK swapping meat, dairy and eggs for greens, beans and soy-based cuisines. But it’s not just a one-month wonder – with over a third of young Brits either reducing or removing animal products from their diets. What can the food service sector do to retain the magic of Veganuary beyond the January hype? 

Food service operators have long been called on by advocacy groups to take animals completely off the menu, though removing menu choice has sometimes proven controversial. Now these calls are evolving to an approach that is proven to see uptake – and profits – flourish: a switch to default plant-based  menus. 

Last year saw the launch of the Plants First Healthcare campaign, led by senior NHS health professionals, calling for plant-based defaults on hospital menus, inspired by menu changes in New York hospitals. In 2025, we can expect to see more plant-based defaults in public and private sector catering. 

Applying the principles of choice architecture to menu development is nothing new, but operators are starting to use these techniques to boost sales of plant-based options, gently ‘nudging’ diners to choose healthier, more sustainable options. 

Take King’s College London for example, where vegan and vegetarian sandwiches are presented as the default option at meetings and events, plant-based milks are offered in beverages without a surcharge, and at least 60% of the menu is plant-based. KCL’s Executive Chef, Graeme Collie, reported at the 2024 Plant-Based World Expo Europe that the university’s approach has been enthusiastically embraced by diners.  

Veganuary itself is a case study in nudges. Individuals make a temporary change, rather than a potentially daunting lifelong commitment (though taking part often leads to a permanent switch); restaurants offer a ‘Veganuary special’, highlighting it on menus or offering special deals. With more options and increased promotion of vegan dishes, diners—literally and figuratively—gobbled it all up. 

To recreate this uptake in plant-based options throughout the whole year, here are ‘5 Green Ps’ for menu magic: 

  1. Present Positively. Use positive descriptors for your plant-based options. What is the experience diners can expect from eating the meal? Instead of just calling it a ‘vegan burger’, describe the texture, taste or key ingredients to give people a hint of what they’re about to enjoy. Now it becomes the Korean Chilli Blast Burger, or the Black Bean Cutlet Burger.  You can help diners know a dish is plant-based by adding a small ‘VE’ or ‘VG’ after the description. 
  1. Price to Incentivise. Here, defaults can play a big part. The core dish could be plant-based, while the option to add meat comes with a surcharge. This way diners have a choice and are incentivised to make the most sustainable and animal-friendly one. You could also offer discounts, special deals or loyalty schemes for choosing the plant-based option – think high street cafes and BYO reusable cup schemes. 
  1. Products-a-Plenty. As KCL did, simply increasing the ratio of plant-based to meat dishes can help to shift diners’ preferences. Boosting the variety of options will also win you favour, especially among vegan diners who are used to being given very limited choices. 
  1. Prime Positioning. Literally ‘nudge’ the more sustainable option toward your diners. Place dishes you want to sell more of at eye level on counters. Normalise plant-based options by interspersing them amongst the other options on menus, or at the top of a section, rather than putting them on a separate menu.  
  1. Promote, Promote, Promote! Showcase plant-based options. Share reviews, photos and videos on social media. Try coordinating plant-based specials with awareness days or holidays. A bowl of Spicy Sweetpea Nuggets with Hot Sauce for Valentine’s Day? Or how about a hearty pie filled with locally grown mushrooms and wild garlic for British Pie Week?  

There you have it! Five easy steps to increase your uptake of plant-based options all year round. 

Want to learn more about how to market plant-based options with evidence-based nudge theory? 

Humane Society International/UK offers FREE plant-based culinary training and advice for higher and further education catering teams, and supports public sector food service professionals seeking to develop the skills and confidence to deliver spectacular plant-based menus. 

Visit www.forwardfooduk.org or contact Joanna at jrandall@hsi.org for more details. 

 

Author Bio 

Joanna Randall, senior campaigns manager, Humane Society International/UK 

An award-winning campaigner, Joanna holds over 20 years’ experience in animal welfare and environmental advocacy. Raised in a refugee home in outback Australia, she brings lived experience to the social and economic awareness and expertise needed to ensure an inclusive and diverse food experience.   

 

Introducing the NECTAR Tasty Awards: Recognizing Excellence in Plant-Based Innovation 

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

Mark your calendars: March 12, 2025, marks a milestone in the plant-based food movement with the inaugural NECTAR Tasty Awards, taking place in San Francisco at the historic venue, The Melody. This event, spearheaded by Food Systems Innovations, promises to redefine the way we recognize and reward excellence in alternative proteins. 

In a world where plant-based products are at the forefront of food innovation, the Tasty Awards aim to address a critical challenge highlighted in a recent New York Times article: the need for plant-based meats to win over traditional meat eaters by delivering superior taste and a truly meat-like experience. 

A New Standard for Plant-Based Excellence 

The NECTAR Tasty Awards are unlike any other accolades in the industry. Instead of merely rewarding participation or innovation, this event sets a high bar: products must impress meat eaters to earn recognition. As David Meyer, founder of Food Systems Innovations, puts it: 

“This is not an event where we are simply awarding the best product. If no products impress meat eaters, none will get awarded. But if multiple do, they will all be recognized.” 

This approach underscores the event’s mission to not just celebrate innovation but to push the industry toward creating products that can genuinely compete with animal-based proteins on taste and texture. 

Why the Tasty Awards Matter 

Buyers have been faced with a plethora of meat alternatives to stock on shelves and menus, particularly over the past 5 years as the plant-based meat industry has taken off. However, many of these products have not survived the shifting market, failing to produce repeat customers. This is why taste is so important. Many grocery shoppers or restaurant customers will try something once, but only the tastiest products will win continued purchases. 

This awards ceremony is designed to bridge that gap by spotlighting the products that succeed in overcoming these hurdles. For buyers in retail and foodservice, the Tasty Awards offer a chance to identify the products that resonate most with mainstream consumers. Being among the first to stock or serve these award-winning products will provide a competitive edge in a growing market. 

 

An Evening of Culinary Innovation 

The NECTAR Tasty Awards will be an immersive experience, blending the celebration of taste with a showcase of cutting-edge food technology. Highlights include: 

  • Award Ceremony: Be part of the dramatic unveiling of the first-ever consumer-chosen alternative protein awards. 
  • Exclusive Tastings: Sample culinary creations featuring award-winning plant-based products. 
  • Craft Mocktails: Sip on innovative non-alcoholic beverages that push the boundaries of flavor. 
  • Networking and Inspiration: Connect with a curated audience of 150 visionaries, including chefs, food tech leaders, and industry enthusiasts. 

 

A Must-Attend Event for Food Innovators 

The NECTAR Tasty Awards are more than just an awards show—they’re a movement to reshape the future of food. With limited capacity and an emphasis on exclusivity, the event is poised to become a marquee moment in plant-based history. 

For retailers and foodservice professionals, this is an opportunity to gain early insights into the products poised to lead the market in 2025 and beyond.  

🎟️ Tickets are limited – secure your spot now to ensure you don’t miss this groundbreaking event. 

 

Taste the Difference: Unlocking Flavor Through Breeding in Plant-Based Foods

Written by Benjamin Davis on . Posted in Ingredients, Manufacturing, Technology.

As the plant-based food industry continues to grow, the spotlight is shifting towards the
perfect balance of nutrition, sustainability, and most importantly, flavor. At the recent
Plant Based World Expo in London, it became clear that the future of plant-based cuisine
lies in the innovation of ingredients.

Advanced breeding techniques are naturally enhancing the taste of plant-based proteins,
making them not just a substitute, but a true culinary experience. One standout example
was the tasting of pea balls, created from different yellow pea lines by KWS, which
highlighted how the right ingredient can elevate the flavor of plant-based products.

Breeding for a Perfect Match

The message is clear: where protein begins – with it – flavor and functional attributes follow.
Traditional plant breeding focuses on yield and disease resistance, and with the rise of
plant-based diets, the focus is now extended to improving flavor and texture of proteins or
other ingredients derived from crops relevant for plant-based foods. By selecting and
cultivating specific pea varieties, breeders can for e.g. enhance desirable taste profiles and
minimize undesirable ones. The result? A more balanced, delicious eating experience with
a cleaner label.

At the expo, attendees experienced this firsthand with side-by-side tastings, showing how
protein extracted from different pea lines can change a product’s taste. This approach
refines plant-based products, making them more satisfying or requiring fewer masking
ingredients. In addition, proving that functional enhancement is as important as nutritional
value. Tailoring crops to meet specific functional and nutritional needs opens forward-looking possibilities.

Where Protein Begins, Flavor Thrives

Advanced breeding starts with studying the genetic traits of peas to unlock their potential.
Pea protein is popular in plant-based foods due to its favorable amino acid profile and
functional properties, but its natural flavor can pose challenges. KWS addresses this by
breeding pea varieties with reduced off-flavor compounds, resulting in cleaner taste
profiles. This approach improves the sensory appeal of pea-based products and reduces
the need for artificial flavor enhancers, aligning with the clean label movement.

Yellow pea lines are developed to taste better and offer enhanced protein functionality,
such as improved gelling, color and emulsification properties. These attributes are
essential for creating plant-based products that mimic the texture and mouthfeel of
animal-based counterparts. Additionally, breeding programs improve agronomic traits like
disease resistance and local adaptability, ensuring sustainable growth and sourcing of
peas.

The Future of Plant-Based Foods

As the plant-based food sector continues to evolve, the future is bright, with flavor at the
forefront. Through collaboration between breeders and food developers, ingredients are
being designed to work in perfect harmony, delivering products that are not only healthy
and sustainable but also irresistibly tasty.

By leveraging their expertise and infrastructure in plant breeding, food analytics, and crop
production, KWS is helping to redefine what is possible in the world of plant-based
proteins. It is all about finding the perfect match, from raw material to final product.

Lidl Becomes First Major Retailer to Use the Vegetarian Society’s Plant-Based Trademark

Written by Benjamin Davis on . Posted in Manufacturing, Retail.

The Vegetarian Society has announced a significant milestone in plant-based accreditation, with Lidl becoming the first major retailer to certify its products under the new Plant-Based Trademark. The certification applies to Lidl’s popular Vemondo Plant! range, which features plant-based ingredients, vegetable-based options, and ready meals. 

The Plant-Based Trademark: A Gold Standard 

Introduced by the Vegetarian Society in late 2024, the Plant-Based Trademark is designed to set a new benchmark for plant-based product certification. Unlike other labels, it goes beyond the proposed ISO definition by ensuring products meet stringent criteria, offering both manufacturers and customers the reassurance they seek. 

To earn the Plant-Based Trademark, products must: 

  • Contain no animal ingredients. 
  • Showcase a key plant-based characteristic. 

This rigorous standard was developed through industry consultation, a review of case law, and in-depth analysis of marketplace needs, providing a trusted seal of approval for plant-based products. 

Vanessa Brown, Head of Trademarks at the Vegetarian Society, emphasized the importance of this certification in today’s evolving marketplace: 

“Customers are looking for reassurance from an easy-to-read label… ‘Plant-Based’ is a term that resonates with customers and manufacturers alike. The Vegetarian Society offers third-party checking, registration, and trademark services for products that meet plant-based criteria, giving customers the confidence to make informed purchases.” 

Consumer Confidence in a Growing Market 

The adoption of the Plant-Based Trademark by a major retailer like Lidl reflects the growing demand for transparency in plant-based labeling. With the plant-based market projected to continue expanding in 2025 and beyond, the need for clear and trustworthy certifications has never been more critical. 

By certifying the Vemondo Plant! range, Lidl provides consumers with a reliable way to identify products that align with their dietary preferences and values. This step also demonstrates Lidl’s commitment to supporting sustainable and ethical choices in their product lineup. 

Looking Ahead 

The Plant-Based Trademark is poised to become a significant tool for manufacturers looking to differentiate their products in a crowded market. Introduced at Plant Based World Expo in 2024, the trademark is already gaining traction among businesses seeking to meet the rising demand for plant-based options with confidence and credibility. 

For more information about the Plant-Based Trademark, visit www.plantbasedapproved.com. 

 

About the Vegetarian Society 

Founded in 1847, the Vegetarian Society works to create a better life for animals, people, and the planet. From recipes and cookery classes to political campaigns, the organization supports small changes that drive big impacts. Learn more at www.vegsoc.org. 

For media inquiries, contact Su Taylor at press@vegsoc.org