Considering the widespread social media discourse that took place toward the end of 2024 debating the future of the plant-based category, with critics hinting at its alleged downfall, 2025 is proving to be a very promising year already when it comes to plant-based innovation.

Over the past month alone, we've seen an array of exciting NPD announcements hit the headlines. Far from being over, meat and seafood alternatives are continuing to spark interest – but they are taking on new forms, boasting cleaner labels and embracing more natural, whole food ingredients. And the functional F&B space is welcoming new players to the arena, with several brands venturing into this booming segment for the first time as health-conscious consumers gravitate toward products that promise holistic wellbeing benefits.

The next wave of plant-based innovation is in full swing, and we can't wait to see what's next. Here's a round-up of some of our favourite product launches from April 2025...

This – This Is Super Superfood

The long-awaited new product line from British alt-meat favourite, This, dropped in April following a two-year development process.

Mark Cuddigan, the company's CEO, spoke to us about the upcoming launch in our Veganuary Sessions podcast earlier this year – and now, it's finally hit the shelves. The range marks the brand's first move away from meat-mimicking products, instead offering a more plant-forward, whole food-based alternative made with fava bean protein, seeds and vegetables.

Available in block format or in a pack of pre-cut lemon and herb marinated pieces, the ‘Superfood’ blend contains pumpkin, flaxseed, hemp hearts and chia seeds, as well as shiitake mushrooms and spinach.

It offers 18g of protein per 100g, with the mushrooms offering a firm texture and natural umami flavour. It is also high in fibre and offers a source of iron and omega-3. The product is designed for versatility, similarly to products like tofu and tempeh, suitable for use across a range of dishes such as stir fries, curries, pasta and ramen dishes.

Minor Figures – Hyper Oat

Minor Figures, a notable player in the plant-based beverage category known for its line of oat milk products, has announced its entry into the functional drinks segment with the launch of its new Hyper Oat range in the UK.

Hyper Oat distinguishes itself by focusing on functionality in addition to taste. The range features four unique flavours – Berry, Matcha, Turmeric and Mango – each crafted with ingredients such as adaptogens and nootropics. This emphasis on health aligns with current consumer trends, as many seek products that offer both enjoyment and wellness benefits.

The drinks also stand out for their appearance, each featuring a different colour shade. The Berry product, for example, is light pink and is enriched with enriched with protein and calcium for muscle support, making it suitable for post-workout recovery. Meanwhile, the green Matcha variant includes zinc and pantothenic acid, promoting cognitive function and appealing to consumers looking for mental clarity.

The golden Turmeric beverage includes baobab and vitamin D for immune support, while the orange Mango is rich in B12, aimed at reducing fatigue and catering to active lifestyles.

Happiee – Lion's Mane Meatiee Chunks

Another new recruit joining team functional foods is Happiee, a plant-based seafood alternatives brand based in Singapore and the UK.

Until now, the brand's focus has been on plant-based substitutes for classic seafood favourites like shrimp and squid. Now, it hopes to make a splash in the thriving realm of functional mushrooms, which has seen huge growth over the past few years. Lion's mane is becoming a firm favourite with consumers, linked with cognitive health benefits like improved focus and stress reduction.

Its lion's mane mushroom chunks, available in original and teriyaki flavours, aim to provide a convenient and easy-to-cook option, already marinated and pre-prepared. Happiee noted that this ensures a consistent flavour and texture in comparison to using fresh lion’s mane, which can be difficult to cook and naturally bitter.

The product contains 4.1g of protein per 100g, 2.8g of fibre and 0.9g of sugar. According to the brand, it delivers a ‘tender, satiating bite,’ designed to be versatile across numerous dishes and offering a whole food and allergen-free alternative to chicken, beef, fish and plant-based meat.

Eclipse Foods – Non-Dairy Whole Milk

In the US, dairy alternatives brand Eclipse Foods claims to have delivered a category-first innovation for the foodservice sector: a shelf-stable plant-based milk that replicates the molecular structure of its traditional dairy counterpart.

While most plant-based milks aim to imitate traditional cow's milk, Eclipse claims that its whole plant milk product is truly ‘indistinguishable’ thanks to the company’s production process. Eclipse’s R&D team, led by VP of product development Ben Roche, took isolated proteins from peas and chickpeas to replicate traditional dairy milk’s molecular structure.

According to the company, this allows it to deliver on flavour, stability, sweetness and whiteness – areas that can prove challenging when it comes to developing high-quality plant-based milk alternatives.

The milk foams in hot and cold milk, and can hold its foam as long, ‘if not longer,’ than conventional dairy, the team said. It has also been developed to ensure it does not settle at the bottom of drinks, and offers a neutral flavour.

Oh So Wholesome – Veg'chop

April saw Oh So Wholesome's entry into retail with its Veg'chop product, a minimally processed product crafted from a blend of pulses, seeds and vegetables.

Joining This in responding to growing demand for minimally processed plant-based foods, the product features a savoury, seasoned flavour profile. It is positioned as a versatile ingredient suitable for a variety of dishes, including fajitas, curries and salads. The product boasts a high protein and fibre content, appealing to health-conscious consumers.

Available in Original and Mexican Style, Veg'chop stems from founder Jason Gibb's personal quest for a plant-based ingredient that diverged from the typical meat mimic products prevalent in the market.

Co-founder Simon Day believes that products like Veg’chop, alongside the growth of other plant-based offerings such as tofu and tempeh, could drive increased shopper engagement in the aisle.

The Tofoo Co – Thai Burger and Southern Fried Pieces

UK tofu brand The Tofoo Co has launched two new products, Thai Burger and Southern Fried Pieces, for the summer season.

The Thai Burger mixes aromatic spiced tofu with vegetables for a veg-forward alternative to meat-mimicking burgers, aiming to provide a ‘barbecue staple’ offering just in time for the warmer months.

Meanwhile, Southern Fried Pieces features two tofu pieces in a southern fried crispy crumb coating. It joins Tofoo Katsu, launched last year, as part of the brand’s crispy tofu range, and is well-suited to wraps, burgers or simply chips and slaw.

Revo Foods – The Prime Cut

Another seafood alternatives specialist has entered the functional foods category – this time, it's Austrian start-up Revo Foods, known for its 3D-printed vegan salmon and other fish-like innovations.

While somewhat meat-like in appearance, The Prime Cut does not aim to mimic meat. Instead, Revo wants to shine the spotlight on the product's targeted nutritional benefits for health-driven consumers.

Like Revo Foods’ other products, The Prime Cut is made from mycoprotein, a naturally fibrous protein made from filamentous fungi and offering a complete amino acid profile. It has high protein bioavailability while being low in carbs and cholesterol, requiring minimal processing and retaining nutritional quality thanks to its natural structure.

The company said it is moving away from mimicking with the new product, which targets consumers who ‘want to eat smarter and feel better,’ rather than directly appealing to vegans or meat eaters.

Microalgae oil is added to provide a daily source of omega-3 fatty acids in one serving, with the addition of key vitamins such as folic acid, B6 and B12 to support cognitive and metabolic functions. Fibre content has also been boosted to improve digestion and gut health, while the fungi protein’s natural umami flavour adds to the product’s taste profile.

Tiba Tempeh – Smoky Block

UK tempeh brand Tiba Tempeh has launched a new Smoky Block product, infused with a smoky marinade.

The new block can be sliced, diced or grated to bring a smoky flavour to dishes such as stir-fries, pastas, sandwiches and more. Tiba Tempheh’s range of tempeh products contain over 19g of protein per 100g and provide a gut-friendly source of fibre. They are also organic and gluten-free, made from 100% natural ingredients.

Alexandra Longton, co-founder of Tiba Tempeh, said the brand aims to cater to the 70% of consumers who are “concerned about highly processed meat substitutes,” according to Mintel data.

Miyoko's Creamery – Jalapeño Plant Milk Cheese Spread

US plant-based dairy brand Miyoko’s Creamery has unveiled its latest innovation, Jalapeño Plant Milk Cheese Spread.

The new spread features a creamy base of organic cultured cashew milk infused with a spicy jalapeño kick. It aims to deliver a ‘bold and high-quality’ dairy-free option that offers ‘the perfect balance of heat and creaminess’.

Miyoko’s crafts its products using recognisable ingredients, catering to demand for cleaner labels. Additionally, the company said its ‘time-honoured’ production techniques and traditional creamery methods ensure an authentic flavour experience, designed to appeal to both dairy lovers and those seeking dairy alternatives.

Rude Health – Oat Latte and Mocha

Natural food and drink brand Rude Health added a new line to its UK portfolio this April, introducing two clean label iced coffee products made with oat milk.

According to Rude Health, its new drinks are the category’s first iced coffee products to be made with organic coffee, non-dairy milk, no added sugar and a ‘clean’ ingredients deck.

The brand said it used sustainably sourced, familiar and simple kitchen cupboard ingredients to create the new beverages, which contain no artificial thickeners or additives and are also gluten-free.

The organic coffee is sourced from sustainable farms in Latin America, Rude Health said, with Arabica beans selected for their flavour. They are gently roasted before being brewed in cold water to give the drinks a ‘smooth, nutty and fruity’ flavour without harsh bitter off notes.

Rude Health’s organic oat milk is blended with the coffee, enabling a smooth texture and naturally sweet flavour to eliminate the need for added sugar. Organic coconut milk is also used in the Iced Mocha for ‘extra creaminess,’ alongside organic cacao to offer rich chocolate notes.