In this instalment of Start-up spotlight, we speak to Jac Chetland, co-founder of UK cereal brand Surreal. Serving up plant-based, high-protein, low-carb and zero-sugar breakfast options (with a strong sense of fun – just check out its social media pages), Surreal is shaking up the breakfast aisle. What inspired you to launch Surreal, and what gap in the cereal market were you looking to fill? We became obsessed with the opportunity in cereal as it was a category dominated by a handful of major players, lacking innovation, made up of products that did not fit with the lifestyles of people today. Traditional cereals are often loaded with sugar and empty calories. We wanted to create a product that was high in protein and low in sugar but did not compromise on taste. Your brand voice is refreshingly different from traditional cereal brands (we love following your socials). How did you develop this tone, and why does it resonate with your audience? Thanks for the love! Our brand voice is all about being authentic, fun and a little bit quirky. Cereal is a really fun category filled with fun, colour and imagination, and we wanted to make sure that our brand really leans into that too. The brand voice has developed over time. Between our branding agency and our incredible team, it has changed over time to adapt to what you see today. What have been the biggest formulation challenges in developing a high-protein, sugar-free cereal that still delivers on taste and texture? The biggest challenge is recreating the taste and texture of traditional cereal but with completely different ingredients. We’ve worked tirelessly to source the best ingredients that help maintain the crunchy texture and rich flavour, without relying on sugar or artificial sweeteners, while delivering high-protein and low-sugar credentials. How do you see the demand for high-protein, low-sugar cereals evolving, particularly among mainstream consumers? The demand is definitely growing. Consumers are becoming more aware of the importance of protein in their diets and the negative impacts of high sugar intake. As people shift towards healthier lifestyles, high-protein, low-sugar options are becoming the norm rather than the exception. Surreal is perfectly positioned to capitalise on this, and we’re seeing more mainstream consumers coming into the brand. With growing scrutiny around ultra-processed foods, how does Surreal navigate the balance between nutrition, processing and functionality? We focus on educating customers that not all processed foods are the same. Surreal is a really nutritious breakfast that is high in protein with a medium level of carbs and low sugar. Surreal is convenient and, versus other high-protein foods, really good value. Sustainability is an increasing priority for brands – how does Surreal approach this, from sourcing to packaging? From responsibly sourcing ingredients and packaging to manufacturing in the UK, we’re committed to reducing our environmental footprint. We work with suppliers who share our values of sustainability and make sure of that at every step in our process. We are constantly looking for ways to improve and innovate in this space. What have been the key milestones in scaling Surreal, and what lessons have you learned from securing retail partnerships? Big question. Firstly, when launching an entirely new product category, the most important thing is being open to feedback and change. We launched a minimum viable product that developed over time to be a great-tasting cereal by listening to our customers' feedback. Secondly, once the product was ready, we focused hard on letting people know about the brand, building brand awareness. Then, it is about landing our value proposition. Surreal is an expensive cereal, but we deliver great value protein for customers looking to add more protein to their diet. Once we got those three things in place, we focused on making sure we were available where our customers shop – supermarkets, online and in health stores. Each new channel is a new milestone as it helps us cater to a wider audience. Many challenger brands struggle with price perception. How do you position Surreal competitively while maintaining margins? Price perception can be tricky, but while Surreal is a premium-priced cereal, we offer great value protein. So if you are buying protein bars, shakes or yogurts, we are generally cheaper. We are a convenient and nutritious breakfast and much cheaper than a coffee on-the-go. Have you explored alternative retail channels, such as foodservice or direct-to-consumer subscriptions, to build brand awareness and loyalty? Yes! Direct to consumer is still the largest part of our business and one of the first places customers hear about and engage with the brand. What advice would you give to other food and beverage start-ups looking to disrupt a legacy category? My advice would be to stay authentic and not be afraid to challenge the category norms. You can not outspend your more established counterparts, but you can outsmart, outwit and outpace them. In some cases, they have been building their brands for hundreds of years, so they can’t be as reactive as you. Stand out and push boundaries. If you could go back and change one thing in Surreal’s journey so far, what would it be? Another big question, hmmm… I guess two things. One, the speed of decision makers is a super power, do not put off tomorrow what you can decide on today. Two, hire key roles (or skill gaps) quickly; great people make it all much better.

India-based start-up High Time Foods has secured $1.2m in seed funding to accelerate the roll-out of its non-refrigerated plant-based protein solutions. The company, headquartered in Bengaluru, aims to meet rising protein demand and build a ‘new-generation food brand rooted in local innovation’. The investment, led by deep-tech VC fund Avaana Capital, coincides with the company’s formal launch into the Indian market. High Time Foods said the fresh capital will fuel product development, talent acquisition and deeper partnerships across India, the US and high-growth markets in the Global South. Before its entry into India, the start-up already scored a distribution deal with foodservice provider Sysco in the US and has partnered with a number of foodservice providers and manufacturers in India. © High Time Foods Its solutions are designed for institutional kitchens, with food manufacturing efficiency in mind. The company’s flagship product works as a B2B-first protein ingredient solution that does not require refrigeration, and can be used across popular Indian and global formats like samosas, kebabs, momos and gravies. Commenting on the announcement, co-founder and CEO Aakash Shah said: “With Avaana Capital backing us, my co-founder, Damian [Felchlin] and I are doubling down on our mission to deliver delicious and versatile plant-based protein to our B2B partners – restaurants, hotels, caterers, institutions and manufacturers – across India and beyond”. He added: “We’re launching at a very affordable price point, and as we scale, we’ll be cheaper than conventional protein, including meat. We aim to build from India the largest plant-based food company in the world – ensuring everyone everywhere can access quality protein.”

RTD tea brand Kaytea has introduced a new range of instant iced tea powder products, aiming to bring ‘next generation hydration’ to the UK market. The powders are available in three flavours – Peach & Mango, Lemon and Classic Milk Tea. Designed for easy preparation, the pre-blended powders can simply be stirred into hot water and topped with ice or mixed with cold water in a blender. Kevin Tang, the company’s founder, said: “Unlike other instant powders or syrups that rely heavily on sweeteners and preservatives, our new Peach & Mango and Lemon Iced Tea Powders contain real tea and fruit extracts, with no artificial colours or flavours, to allow the natural flavours to shine through”. Additionally, all products in the line are vegan and free from dairy ingredients, including the Classic Milk Tea powder. Tang said that this sets the product apart in the milk tea space, noting that many brands “claim to use non-dairy creamers but contain milk protein derivatives”. “For those looking to make the switch from syrups, our new tea powders allow for greater control over the strength and sweetness of the tea, so it can be tailored to taste,” Tang pointed out, adding that the teas are also highly concentrated, resulting in a lower cost per cup. “It’s about bringing innovation and convenience to the UK tea scene, and we’re excited to be leading the charge,” he commented. The powders are rolling out this month, with a trade price of £12.49 for a 1kg pouch. The launch follows the brand’s innovative electrolyte-infused tea blends launch in January ,  bringing a new hydration format into the functional tea space.

British retailer Tesco has confirmed it is ‘highly unlikely’ to meet its previously announced target of achieving a 300% sales increase within its plant-based meat alternative ranges by December 2025. First announced in October 2020, the target was claimed to be the first of its kind in the UK, aimed at improving the supermarket giant’s environmental footprint and reducing the impact of the broader food production sector. It was made against a 2018 baseline figure, supported by a range of measures put in place to support Tesco in attempting to reach its goal. These included expanding the availability of plant-based meat alternatives across its stores, boosting visibility of meat alternatives and working with suppliers to bring new innovations to consumers while ‘investing in value’ to reduce affordability barriers. Now, in its 2024/25 sustainability report published this month, Tesco has admitted it expects to miss the target, citing a year-on-year decline in the plant-based meat alternatives market resulting in slowing sales. However, despite the slow alt-meat growth, the retailer observed growing demand for ‘protein diversity,’ noting that consumers are turning to ‘veg-led’ dishes and plant-based whole foods such as lentils, chickpeas, beans, nuts, seeds and tofu. In its report, Tesco noted that veg-led dishes – where vegetables are ‘the star, rather than relying on meat alternatives’ – make it easier for consumers to incorporate more vegetables into their diets. It cited Circana data, showing that these foods now represent 40% of all plant-based sales. The company emphasised its commitment to reporting its sales of plant-based proteins as a percentage of overall protein sales every year to track its progress, claiming to be the first retailer to share this information publicly when it first did so in 2021. The news comes despite Tesco celebrating rising volume demand for meat-free products and whole cuts in 2024, selling 100,000 meat-free steaks in the lead-up to Valentine's Day last year. Tesco plant-based food buyer Cate May described plant-based food at the time as "the biggest culinary trend so far this century," noting significant interest from vegans, vegetarians and meat-eaters.

The Compleat Food Group’s Wall’s Pastry brand has expanded its vegan range with the launch of two new savoury slices, Vegan Peppered Steak Slice and Vegan Chicken & Mushroom Slice. The new additions build on the successful launch of the brand’s vegan-friendly sausage roll, aiming to broaden appeal and offer more variety within the UK’s chilled savoury pastry category. The launch also marks Wall’s’ first move into vegan slices in a major supermarket. Inspired by popular and traditionally meat-based savoury pastry options, Wall’s new products are designed to deliver the same taste and texture of their meat counterparts. The brand hopes they will appeal to flexitarians, vegetarians and vegans alike, providing an accessible option for a wide range of consumers to enjoy. The Vegan Peppered Steak Slice is filled with plant-based steak pieces and onion in a pepper sauce, encased in Wall’s pastry. Meanwhile, the Vegan Chicken & Mushroom Slice features plant-based chicken pieces with mushroom in a creamy vegan sauce. Both slices can be enjoyed hot or cold, suitable for on-the-go snacking and lunchtime occasions in a convenient format. Jason Manley, brand director at The Compleat Food Group, said: “We’ve seen brilliant momentum behind our vegan sausage roll, and it’s clear there’s a real appetite for high-quality plant-based versions of familiar favourites”. “With these slices, we spotted the perfect opportunity to leverage our brand strength within plant-based chilled savoury pastry and developed a range that is truly tasty and representative of its meat counterparts.”

Spanish plant-based start-up Heura Foods has secured a €20 million loan from the European Investment Bank (EIB) to support the development of sustainable and healthy alt-protein products. Headquartered in Barcelona, Heura recently announced plans to expand its range beyond meat alternatives and into several other plant-based food categories , aiming to deliver healthier and cleaner label variants of popular ‘ultra-processed foods’ (UPFs). The company’s focus is on improving food composition by replacing saturated fat and cholesterol with ingredients rich in fibre and antioxidants, while ensuring a high protein content. Heura’s co-founder and CEO, Marc Coloma, said the start-up’s goal is to “democratise food that is tasty, nutritious and aligned with today’s challenges”. With the support of the EIB loan, Heura’s RD&I programme plans to develop new alternatives to meat, cheese and other animal products, as well as products with a higher share of protein than those currently available in retail. It will use legume-based proteins and healthy fats to create new innovations that focus on high nutritional density, positive climate impact and enhanced taste and texture. Additionally, the EIB loan will enable Heura to scale up its production capacity by financing investments in the necessary equipment. Scaling up will take place both in Heura’s laboratories and at its co-manufacturers’ facilities in Spain. Alessandro Izzo, EIB’s director of equity, growth capital and project finance, said: “This financing agreement with Heura is a clear example of how the EIB is stepping up its support for companies that are at the forefront of the bioeconomy, driving innovation and sustainability across the entire value chain”. “By investing in the development of new plant-based foods products, the EIB is also contributing to a healthier, more sustainable food system in Europe and to the overall food security of the European Union.” Heura recently launched a new Tex Mex Chunks product , one of several new clean label, additive-free NPDs slated for launch by the brand this year. Last month, the company teamed up with French start-up Swap (formerly Umiami) to roll out a clean label plant-based chicken fillet in France, Spain and Portugal.

British meat alternatives brand This has unveiled a new ready-to-eat product line, This Isn’t Pork Cocktail Sausages and This Isn’t Chicken Deli Pieces. The brand – which has recently expanded its portfolio to include a whole food-based offering alongside its meat-mimicking products – has been undergoing efforts to enhance both the nutrition and taste of its range, with both new ready-to-eat innovations described as ‘clean label’ and made with ‘recognisable’ ingredients. Both the cocktail sausages and the deli pieces offer a source of protein and fibre, with no red ‘traffic lights’ on the traffic light labelling system used to show the calorie, fat, sugar and salt content of products front-of-pack. The cocktail sausages, available in 140g packs, are described as ‘chunky and juicy’ by This, delivering ‘a great texture and bite even when cold’ thanks to the company’s protein gelling technology. They are suitable for picnics, lunchboxes, platters and other on-the-go snacking occasions. Meanwhile, the deli pieces offer cold cut-style chicken chunks and deliver a ‘tender bite’ thanks to This’ culinary approach that recreates the texture of real meat. They are low in saturated fat and well-suited to salads, sandwiches and more. Mark Cuddigan, CEO of This, commented: “We’ve had our eye on the ready-to-eat category for a while now and that meant using the best technology available to deliver a cold-eating texture that’s actually great to eat. We’re here to make plant-based food that everyone wants to eat – whether you’re plant-based, flexi or just hungry.”

Get ready to celebrate the most delicious products in the world of plant-based food and drink! The Plant-Based Taste Awards (PBTA) are back for their fifth year, and they've undergone a thrilling transformation to put taste firmly in the spotlight and offer participants unprecedented value. We are delighted to announce the official launch of 2025's new PBTA edition, inviting brands, producers and foodservice providers from across the globe to celebrate the quality and taste of plant-based products.  Since their inception, the Plant-Based Taste Awards have been dedicated to celebrating the finest-tasting plant-based innovations. For 2025, we've listened, evolved and are thrilled to unveil a revamped format designed to deliver greater visibility, continuous engagement, and truly meaningful recognition for participants.  So what’s new for 2025?  The Plant Base Directory:  This brand-new, year-round online hub is a game-changer! All entrants will gain a dedicated listing, providing visibility and connection between their products and consumers, retailers and buyers searching for quality plant-based products.  Evaluation:  Products will now be evaluated by a panel of expert judges (contributing 60% of the final score) AND receive votes from discerning customers (contributing 40%). This model ensures a comprehensive and market-relevant assessment. Focus on flavour: While 'categories' will still exist as helpful search filters on the new directory, judging will focus on the individual merit and outstanding taste of each product. Tiers of recognition:   Recognition is more accessible and transparent with our new tier system based on combined scores:  Winner :  Awarded to product scoring 75% or higher  Finalist :  Awarded to products scoring between 50% and 74%  Commended :  Awarded to products scoring 49% or below Foodservice: We're thrilled to extend participation to the vibrant plant-based foodservice sector! Restaurants, cafes, bakeries, takeaways and more can now enter their signature dishes and products.  Valuable Public Voting Report:   Entrants will receive a report offering invaluable insights, including voter demographics, key feedback highlights and constructive criticism to help refine offerings and marketing strategies.  Vegan Friendly UK Hello Vegan Friendly Businesses! Vegan Friendly certified restaurants and products are eligible for a discount on all entries! Email us to learn more. Their label can already be found on thousands of Vegan Friendly Certified restaurants, businesses, and products globally. When can I start voting? Judges and consumers have the opportunity to vote for their favourite plant-based products through the new Plant Base Directory. This directory will function as the voting platform where you can sign in and track your votes.  Each product will feature a list of stockists so you know where to find each product. Voting opens on 9 June and closes on 21 November. The Plant-Based Taste Awards 2025 promise to be the most exciting yet, connecting the world and highlighting the incredible flavour and quality within the plant-based industry. We can't wait to discover the next wave of best-tasting plant-based products!  Entries are now open until October 28!   About FoodBev Awards FoodBev Media awards schemes have been running for more than 20 years and are now recognised as the most credible and respected awards schemes to influence the international food and beverage industry. For more information about our selection of awards programmes, please visit foodbevawards.com  or email awards@foodbev.com

Danone has entered into a definitive agreement to acquire a majority stake in Kate Farms, a US plant-based and organic nutrition brand, for an undisclosed sum. Headquartered in California, Kate Farms produces a range of everyday and specialised nutrition products – such as children’s drinks and medical nutrition shakes – made from organic, plant-based ingredients. Danone said the partnership will allow Kate Farms’ ‘highly complementary’ products to enhance its specialised nutrition portfolio. The dairy giant added that the two companies share a ‘commitment to offer nutritional solutions that positively impact people’s health,’ aiming to support improved standards of care to better serve US communities. Through the deal, Kate Farms’ products will reach a wider group of consumers and patients with a broad range of health needs. Among its specialised nutrition portfolio, the brand offers a diverse range of products including blended paediatric meals designed for tube feeding devices, and renal support drinks designed to meet the needs of people on dialysis. Following the closing of the transaction, which is subject to customary closing conditions including regulatory approvals, Kate Farms’ CEO, Brett Matthews, will serve as chairman and CEO of Danone’s North America medical nutrition business. Kate Farms’ senior leadership team will retain a minority stake in the combined business. Commenting on the partnership, Matthews said: “Together, we can bring our innovative, scientifically developed nutritional products to more and more people. Building on Danone’s expertise, we can also expand internationally.” He added: “As a business founded on and guided by deeply held values, it was important for us to partner with an organisation that is aligned with our mission in this way, and we believe Danone is the perfect fit to continue to make nutrition the foundation of health”. Danone’s group deputy CEO, Shane Grant, said: “This partnership aligns perfectly with our science-based and patient-centered approach to specialised nutrition, and it marks another important milestone in Danone’s 125-year specialised nutrition history”. “Kate Farms’ innovative medical nutrition products expand our offerings, enhance our ability to provide better solutions for people with wide-ranging health needs, and support healthier lives, both in the US and globally.” Top image: © Kate Farms

The plant-based category is evolving, but are brands and retailers keeping up? In this opinion piece, Elin Roberts, co-founder and co-CEO of UK tempeh brand Better Nature, takes a closer look at the labelling of vegan foods to uncover how we’ve been getting it wrong and how we can move forward.   I’m sure you’ve heard the news. Sales of vegan foods have nosedived. Because people don’t care about cutting out animal products anymore, or so it is suggested… The truth? It’s not that vegan food isn’t selling because it’s vegan. It’s because we’ve been marketing it in a way that doesn’t do it justice. When the plant-based boom kicked off, there was a real sense of excitement. The word ‘vegan’ alone was powerful enough to grab attention. Consumers were drawn to it for all sorts of reasons – ethical, environmental, even just to be on-trend. But now the novelty has worn off, that same label is no longer enough to drive sales. Worse still, it's sometimes working against us. Research shows that meat-eating consumers are significantly less likely to choose plant-based foods if they are labelled vegan, with 36% choosing the vegan option when marked as vegan compared to 60% when unmarked.  We’ve reduced entire products – rich in flavour, carefully developed, packed with quality ingredients – to a single word: vegan. ‘Vegan’ nuggets, ‘Vegan’ cupcakes, ‘Vegan’ burgers. These are placeholder names, not compelling propositions. They say what’s not  in the product, but nothing about why someone should actually want to eat it. And here lies the problem. Too much category messaging has been built around restriction, absence or guilt, instead of a celebration of what plant-based food can offer. The irony? Many of the best plant-based dishes out there are delicious by any standard. You don’t have to be vegan to love a smoky lentil ragu, a creamy cashew korma or a miso-glazed mushroom burger. But when products are marketed solely on what they lack – animal products – they’re seen as substitutes, not stand-outs. So how do we shift perception and drive wider adoption? First, we need to lead with flavour. ‘Vegan burger’ becomes ‘Chargrilled miso mushroom burger.’ ‘Vegan pasta’ becomes ‘Garlic tempeh and red wine spaghetti.' These names don’t just sound tastier – they are  tastier in the eyes of consumers. They spark curiosity. They build appetite. They tell a story. Second, we must normalise, not niche. The goal is for plant-based food to feel like food for everyone, not just vegans. That means moving away from large, in-your-face ‘vegan’ labels and instead letting the food do the selling. The people looking for plant-based options will find them, and everyone else won’t feel excluded or put off. Third, we need to build emotional connection. Provenance, process and storytelling matter. Where were the mushrooms grown? What inspired the flavour pairing? Who’s behind the recipe? How does the brand give back? In a competitive market, these are the details that create preference and brand loyalty. Ultimately, if we want plant-based food to go truly mainstream, we have to play by the same rules as the rest of the food industry.  Of course, none of this is to say that the word ‘vegan’ has no place. It does – but it should support the story, not be the story. We shouldn’t be afraid to talk about ethics or the environment. But we can’t rely on these things alone to make the sale. Let’s stop marketing plant-based food like a compromise. Let’s sell it for what it is: exciting, craveable and capable of standing side by side with any other food on the supermarket shelf. Because when we get it right, we’ll not only sell more vegan food, we’ll move closer to the healthier and more sustainable world we’re all working towards. Top image: © Better Nature

Plant-based meat producer Beyond Meat has secured a $100 million financing facility from Unprocessed Foods, an affiliate of the Ahimsa Foundation. This funding comes as the company grapples with disappointing Q1 financial results, including a record low stock price. Beyond Meat's latest quarterly results reveal a decline in sales and a stock price that has hit unprecedented lows. The company’s struggles reflect broader challenges within the plant-based food sector, where changing consumer preferences and increased competition have put pressure on market leaders. Despite these setbacks, Beyond Meat says it remains committed to its mission of providing innovative plant-based products. Ethan Brown, founder and CEO of Beyond Meat, highlighted the importance of the new financing in addressing the company's current challenges. “This facility provides us with additional liquidity as we advance our strategic priorities and invest opportunistically to help us drive our growth plans". He added: "We are pleased to welcome a new investor who deeply understands our industry and is mission-aligned with our plant-based ethos. In addition to securing access to this substantial new financing, we are continuing to evaluate opportunities to further strengthen our balance sheet and best position our business for the future.” The financing agreement includes a senior secured delayed-draw term loan with an initial interest rate of 12.0% before February 7 2030, escalating to 17.5% thereafter. The maturity date may extend to May 7 2035, subject to mutual consent, allowing Beyond Meat flexibility in managing its cash flow during this turbulent period. Shaleen Shah, president of the Ahimsa Foundation, expressed confidence in Beyond Meat's potential, underscoring the alignment between the foundation's mission and the company’s vision for plant-based diets. “Beyond Meat is a category-leading business with exceptional products,” Shah remarked, reinforcing the foundation's commitment to supporting the company’s long-term growth. As part of the financing deal, Unprocessed Foods will receive warrants to purchase up to 12.5% of Beyond Meat's outstanding shares at an exercise price linked to market performance, further aligning investor interests with the company's recovery strategy.

Sun Chemical has unveiled a new edible algae cultivation facility in California, US, operated by its subsidiary Earthrise Nutritionals. This facility aims to integrate sustainable smart farming practices into the production of spirulina, a blue-green algae known for its nutritional benefits and applications in food colouring and dietary supplements. The newly established 420,000 m² facility employs advanced agricultural technologies designed to enhance crop yields and quality through real-time monitoring of environmental conditions. By using a supervisory control and data acquisition (SCADA) system, the facility centralises data management, enabling efficient analysis and visualisation of growing conditions. This approach is expected to bolster sustainability efforts by promoting energy and water conservation. The facility's design incorporates collaborative robotic arms to facilitate safe operations while reducing labour costs. Additionally, an AI-driven system and drone technology are employed for facility analysis, ensuring optimal algae growth, high-quality production and compliance with regulatory standards. Notably, the facility is engineered to purify over 1,200 tons of CO2, which is utilised during photosynthesis to support spirulina growth. This process not only enhances the sustainability of production but also aligns with broader environmental goals. More than 50% of the energy required for spirulina cultivation is sourced from renewable energy provided by the Imperial Irrigation District, a public utility in Southern California. A state-of-the-art water control management system is also integral to the facility's operations, enabling the production of Sun Chemical's Linablue spirulina extract – a naturally derived blue food colouring. This system achieves zero discharge of industrial wastewater, ensuring that the facility maintains high product quality while minimising its environmental footprint. Yangyang Jin, business manager for food and nutrition at Sun Chemical, highlighted the company's commitment to sustainability: "By combining smart farming techniques with sustainable solutions, this new facility ensures our California-grown spirulina will remain a superior environmentally-friendly solution to our customers around the world".