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Tag: plant based meat

TASTY: The Biggest Growth Opportunity for Plant-Based Food 

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

NECTAR’s First-Ever TASTY Awards Prove That Taste Wins Customers—And There’s Still Work to Be Done 

For years, the plant-based food industry has struggled with a key challenge: how do we make products that truly satisfy mainstream consumers? While health, sustainability, and ethics drive purchasing decisions for some, taste remains the number one factor for the majority of consumers—especially those who regularly eat meat. 

That’s where NECTAR’s TASTY Awards and Taste of the Industry report come in. For the first time, an independent, large-scale sensory study has determined which plant-based products actually impress meat eaters. The results provide a roadmap for retailers and foodservice operators looking to stock only the most competitive plant-based options. 

 

The Cream of the Crop: Plant-Based Foods That Win Over Meat Eaters 

The TASTY Awards recognize products that meet or exceed the taste expectations of omnivorous consumers. Out of 122 plant-based products tested across 14 categories, only 20 products earned this distinction—meaning they were rated as good as or better than their animal-based counterparts by at least 50% of participants. 

 

2025 TASTY Award Winners: 

  • Chicken: Impossible® Unbreaded Chicken Fillet, Vivera Plant-Based Chicken Breast, SWAP Food’s SWAP Chicken, Meati Classic Cutlet, The Vegetarian Butcher’s Impeckable Chicken Breast 
  • Deli & Cold Cuts: Tofurky Next-Gen Deli Slices (Roasted Turk’y), Prime Roots Cracked Pepper Turkey 
  • Nuggets & Prepared Foods: Impossible® Chicken Nuggets, MorningStar Farms® Chik’n Nuggets, Impossible® Meatballs, Impossible® Hot Dog 
  • Burgers & Sausages: Impossible® Burger, MorningStar Farms® Steakhouse Style Burgers, Heura Burger, Beyond Meat Beyond Burger, Redefine Meat Redefine Premium Burgers 
  • Breakfast Meats: Impossible® Sausage Patties, Gardein Ultimate Plant-Based Breakfast Saus’ge – Original 
  • Other Standouts: The Green Mountain Plant-Based Ham, The Vegetarian Butcher’s Hentastic Southern Fried Chicken 

These top-tier products aren’t just the best in their respective categories; they are leading the entire plant-based movement forward. For retail buyers and foodservice operators, they represent the most promising products to drive repeat purchases and attract new customers. 

 

A Critical Wake-Up Call: The Gaps in the Market 

While the TASTY Awards highlight the best of the best, they also reveal an important reality: many plant-based meat categories still have no products good enough to win over mainstream consumers. 

NECTAR’s research found that only 30% of consumers rated the average plant-based product as “like” or “like very much”—compared to 68% for animal-based products. The biggest issue? Texture. Consumers noted that even top-performing plant-based meats could improve in their bite, chew, and overall mouthfeel to close the gap with traditional meat. 

This presents a massive opportunity for product developers, brands, and investors: 

  • Brands: Use this research as an R&D roadmap. The demand is there—if you can meet taste expectations, consumers will buy. 
  • Buyers: Identify white space opportunities. NECTAR’s findings show where products are still falling short—these gaps are where the next wave of innovation will emerge. 
  • Foodservice Operators: Be selective. Stock the winners, but also watch for the next generation of improved products that will better meet consumer expectations. 

 

Taste: The North Star for the Plant-Based Industry 

The plant-based industry is still in its early stages compared to traditional meat. NECTAR’s Taste of the Industry report and TASTY Awards confirm that progress is being made, but there’s still room for growth. 

The good news? Consumers are willing to pay a premium for better-tasting plant-based products. Retailers and foodservice providers who align their selections with these findings will position themselves at the forefront of the industry’s next phase of expansion. 

This is just the beginning of our TASTY: The Biggest Growth Opportunity for Plant-Based Food series. Stay tuned as we break down NECTAR’s findings, explore the most promising brands, and track the innovations that will define the future of plant-based meats. 

 

Industry Beat: Room for Everyone at the Plant-Based Table

Written by Benjamin Davis on . Posted in The Industry Beat.

By Benjamin Davis, Content Chair, Plant Based World 

The plant-based industry stands at a fascinating crossroads, driven by two distinct but equally important areas of consumer demand. On one hand, we have the “health-first” crowd—consumers who want plant-based products made from whole foods with simple, clean labels. They crave plants that look and taste like plants, prioritizing nutrition and wellness. On the other hand, there’s the “meat-first” crowd—those seeking plant-based alternatives that mimic the taste, texture, and experience of meat. These products appeal to meat eaters making incremental shifts toward plant-based eating for health, ethical, or environmental reasons. 

These two fronts represent massive opportunities for growth, but they also highlight a critical challenge: they often seem contradictory. While one group embraces simplicity and natural ingredients, the other champions innovation to create meat-like experiences. So, how can the plant-based movement thrive without alienating either side? 

 

For Brands: Pick and Stick 

As a plant-based brand, the key to success is clarity. Who is your customer? Are they looking for a whole-food health experience, or are they seeking a convincing meat alternative? Trying to appeal to both groups with one product often leads to disappointing everyone. 

If your target is the health-first consumer, lean into clean labels and ingredient transparency. Create products that highlight the natural goodness of plants—think lentil-based patties, vegetable-forward entrees, or snacks with minimal processing. These products should tell a story of simplicity and wellness, meeting the demand for food that nourishes without compromise. 

If your focus is on the meat-first consumer, invest in taste and texture innovation. Use advanced food technologies to create products that wow meat eaters and deliver on the promise of familiarity. The competition in this space is fierce, but the rewards are immense if you can provide a truly satisfying experience. Organizations like NECTAR’s Tasty Awards can help validate whether your product meets the standard for meat lovers. 

The bottom line: Choose a side, stick to it, and perfect your offering for your target customer. By being clear about your mission, you can build a loyal customer base and stand out in a crowded marketplace. 

 

For Buyers: Balance 

Retailers and restaurants have a different challenge—they need to cater to both groups. The key here is balance: stocking and showcasing products that meet the needs of both health-focused consumers and those looking for meat-like alternatives. 

  • For the meat-first crowd: Carry the best meat alternatives, even if they are processed. Focus on products that deliver on taste and texture, leveraging resources like NECTAR’s findings to ensure you’re choosing items that resonate with meat eaters. 
  • For the health-first crowd: Vet ingredient labels carefully and curate a selection of truly clean-label, whole-food products. Highlight these items in a dedicated section of your shelf or menu to make them easily identifiable. 

This dual approach ensures that everyone who walks through your doors—whether they’re committed vegans, curious flexitarians, or skeptical meat eaters—can find something that delights them. 

 

Room for Everyone, as Long as Quality Wins 

Ultimately, the plant-based movement doesn’t need to pit these two fronts against each other. There’s room for both health-centric and meat-like products to thrive, as long as the focus remains on quality, taste, and winning repeat customers. 

At Plant Based World Expo 2025, you’ll see this spectrum on full display. From brands showcasing whole-food solutions to those pushing the boundaries of meat alternatives, this year’s show will highlight the innovation, creativity, and diversity that define the plant-based industry. 

Whether you’re a brand or a buyer, now is the time to level up. Pick your lane, balance your assortment, and join us in shaping the future of food. 

Balanced Proteins: The Hybrid Approach to a More Sustainable Food System 

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

The plant-based food industry has long been focused on offering alternatives to meat, but a new category is emerging that aims to blend the best of both worlds. Balanced Proteins, a term used to describe products that combine traditional meat with plant-based ingredients, are gaining traction as a bridge solution to reduce reliance on conventional animal agriculture while still delivering on taste, texture, and familiarity. 

These products are not vegan or fully plant-based, but they present an opportunity for meat eaters to reduce their environmental footprint without making a drastic dietary shift. For food manufacturers, retailers, and foodservice operators, Balanced Proteins could open new consumer markets and drive innovation in protein sourcing. 

 

What Are Balanced Proteins? 

Balanced Proteins refer to hybrid products that contain both animal-based and plant-based ingredients, designed to maintain the sensory experience of meat while significantly reducing environmental impact and resource use. 

According to NECTAR, an organization dedicated to defining and advancing this emerging market, a balanced protein is a product that replaces a minimum of 30% of it’s animal based ingredients with a plant-based alternative. These replacements can range from processed plant-based proteins to whole plant foods. 

Examples of Balanced Protein products include: 

  • Beef and mushroom burgers, which reduce the overall meat content while maintaining a juicy, umami-rich experience.
  • Chicken nuggets blended with chickpeas, soy or pea protein, enhancing nutrition while lowering saturated fat and carbon emissions.
  • Pork sausages mixed with lentils or grains, delivering the same texture with a lower environmental footprint. 

This approach is not new—culinary traditions worldwide have long incorporated plant-forward meat dishes—but the growing focus on sustainability and food innovation is bringing these products to the mainstream in a more intentional, scalable way. 

 

NECTAR’s Findings on Consumer Adoption 

A new consumer insights report from Food Systems Innovations’ NECTAR initiative explores the market potential for Balanced Proteins, revealing key insights about consumer behaviors, perceptions, and opportunities for growth. 

  • Consumer interest in Balanced Proteins is rising, particularly among flexitarians and sustainability-conscious meat eaters.
  • Taste remains the top priority—Balanced Protein products must deliver the same eating experience as conventional meat.
  • Clear labeling and education are crucial—consumers want transparency about what’s in their food and how it benefits the environment. 

Download the full NECTAR Report on Balanced Proteins here. 

 

Why Balanced Proteins Matter for the Future of Food 

Lower Environmental Impact – By reducing the amount of meat needed per product, Balanced Proteins can cut greenhouse gas emissions, water use, and land degradation compared to conventional meat production. 

Improved Nutrition – These products allow for lower saturated fat, higher fiber, and added nutrients from plant-based components while maintaining the protein content and familiar experience of meat. 

Appealing to Meat Eaters – Unlike fully plant-based meats, Balanced Proteins do not require a major dietary shift, making them more accessible to mainstream consumers who are hesitant to give up meat entirely. 

New Business Opportunities – Retailers and foodservice operators can position Balanced Proteins as a sustainable option that does not compromise on taste or tradition, appealing to a broad consumer base. 

 

The Future of Balanced Proteins 

Balanced Proteins are not a replacement for fully plant-based foods, but they represent an important step toward a more sustainable food system. By meeting consumers where they are, these products can drive incremental but meaningful reductions in meat consumption, benefiting both the planet and public health. 

With growing consumer awareness, technological advancements, and industry-wide collaboration, Balanced Proteins could become a mainstream category in the global protein market—helping shift food production toward a more responsible and efficient future. 

Victory for Plant-Based Labels: France Overturns Ban on Meat Terms 

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

In a major win for the plant-based industry, France’s Conseil d’État (Council of State) has officially overturned legislation that would have banned plant-based brands from using terms such as “steak,” “ham,” and “sausage” on their product labels. This decision marks a turning point in the global fight for fair legislation and is being celebrated as a victory of common sense by companies across the plant-based sector. 

Leading the charge was La Vie, a French plant-based meat company known for its bold and humorous marketing. In a triumphant LinkedIn post, the company declared: 

ON A GAGNÉ. (We won.)
The Council of State has officially announced the annulment of the decrees and the law—pushed by lobbying groups—that sought to ban plant-based alternatives from using words like “steak,” “ham,” or “sausage.” 

After years of intense legal battles, David has finally defeated Goliath. Your favorite products can keep their familiar names—terms that clearly help consumers understand their use and make plant-based eating more accessible, as scientists have recommended for over a decade. 

This landmark ruling signals a shift away from restrictive regulations designed to protect the traditional meat industry and toward a fairer marketplace where consumers can make informed choices without unnecessary barriers. 

 

Why This Ruling Matters for the Global Plant-Based Industry 

The debate over labeling plant-based products with meat-related terms has been an ongoing battle in Europe and beyond. France initially pushed forward one of the strictest labeling laws in the EU, arguing that terms like “vegan sausage” or “plant-based steak” could mislead consumers. However, critics—including industry leaders, scientists, and plant-based advocates—pointed out that these terms actually help consumers understand the product’s intended use, making plant-based options more accessible. 

This ruling sets a powerful precedent and aligns with similar victories in other countries: 

  • The European Union previously rejected a continent-wide ban on plant-based meat labels, allowing companies to continue using familiar terms. 
  • South Africa overturned its attempt to ban plant-based meat terms, following strong opposition from plant-based businesses. 
  • The United States has seen multiple legal challenges to restrictions on dairy-free labeling, particularly around terms like “almond milk” and “oat milk.” 

These wins highlight a growing global consensus: plant-based brands deserve the same freedom to communicate with consumers as their animal-based counterparts. 

 

A Call for Fair Legislation, Not Protectionism 

The ruling in France is not just about terminology—it’s about fair competition. As demand for plant-based foods rises, some traditional meat and dairy industries have pushed for restrictive laws to slow down the category’s growth. However, consumer behavior is clear: people want plant-based options, and they want to be able to identify them easily. 

Rather than limiting plant-based brands, policymakers should focus on clear, fair labeling laws that prioritize transparency and consumer choice—not corporate protectionism. 

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.

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.