Explore the latest developments concerning Plant-based meat has.
Plant-based meat has been relentlessly — and unfairly — attacked as “ultra-processed.” Can the industry save itself?
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Beyond Meat and Impossible Foods are placing big, divergent bets on the future of meat. Who will win?
Last month, the popular plant-based meat company announced a new product — Beyond Ground — that, unlike its signature plant-based burger, sausage links, and chicken nuggets, isn’t meant to directly imitate meat. Instead, it has a neutral flavor that “serves as a blank canvas,” according to the company, for customers to season however they like.
Taking the ‘meat’ out of meat alternatives: Plant-based goes beyond
Plant-based meat substitutes were initially conceived as direct alternatives to specific meat products.
Their development came at a time when vegan whole foods had failed to catch on with consumers, explained Claire Ogley of the Vegan Society at a panel recently.
The creation of vegan versions of sausages and burgers was a way to give consumers what they wanted, in a meat-free form.
Now, things are changing. As meat alternatives are increasingly viewed as ultra-processed, consumers are becoming more focused on functional ingredients and health.
In response, several key plant-based companies have developed products that do not explicitly replicate meat products.
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Beyond Meat now just Beyond: what it means for poultry
The plant-based meat company has rebranded to "Beyond" due to the downward trend in popularity of its imitation meat products.
Plant-based meat company Beyond Meat has announced it is rebranding to Beyond.
In the announcement, Beyond stated: “For years, Beyond and its chief competitor Impossible Foods helped define the alt protein movement, transforming the meat aisle with burgers that sizzled, bled, and tasted uncannily like beef. But as consumer excitement cooled, critiques emerged: overly processed, taste fatigue, unmet health expectations. Beyond’s response? Don’t just imitate meat, innovate beyond it.”
It continued, “the company’s new strategy includes product lines that aren’t constrained by expectations of flavor replication. From veggie forward sausages to a secret post workout product with 30 grams of protein and zero fat, Brown (the founder of the company) is focused on occasions, not imitations.”
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