Frozen organic food producer Pack’d has added a new range of frozen ingredients to its UK retail portfolio. The new range includes Organic Chopped Onion, Organic Chopped Garlic, Organic Chopped Ginger, and Organic Soffritto Base – made with carrots, celery and onion. Pack’d’s new line comes as data shows 7 million tonnes of edible fresh food is thrown away in UK households each year. This costs around £1,000 annually on average for a household of four. Meanwhile, the UK frozen food market is expected to grow at a CAGR of 6.6% from 2024 to 2030, with the frozen fruits and vegetables category identified as the most lucrative segment, registering the fastest growth during the forecast period. Pack’d said its new range marks ‘a new era’ for the brand, expanding its offering from frozen whole foods into the ingredients space. This aims to capture more usage occasions and further its commitment to producing nutritious, sustainable and convenient food options. All products in the line are packed and frozen on the day of harvest to capture maximum nutrients, while offering a zero-waste solution for home cooks. Katy Hamblin, director of marketing at Pack’d, said: “Our mission has always been about getting tasty, convenient food into more people’s freezers – which is exactly why we we’re expanding our range into organic frozen ingredients. More people than ever are concerned about what goes into their food, so cooking with whole and natural foods is definitely on the rise.” She added: “We believe that eating well should fit into everyday life, effortlessly. But we also know that this can be difficult for many who lead busy lifestyles and struggle to find the time to cook from scratch. This new range is all about making home cooking quicker, easier, and more nutritious, with no compromise on quality or flavour.” The new range will be rolling out on Ocado this month, with RRPs of £2.85 per pack.

Taaleri Bioindustry – a bioeconomy growth investor under the Finnish Taaleri Group investment firm – has injected €10 million into plant-based dairy alternative manufacturer Finnish Food Factory. The investment, part of Taaleri’s Bioindustry Fund I, will support Finnish Food Factory in expanding its production capabilities, driving long-term growth and broader market reach. Based in Kouvola, Finland, Finnish Food Factory specialises in the production of plant-based dairy alternatives for global and Nordic brands, including Fazer. The company has increased its turnover more than tenfold from €1.2 million in 2020, to €13.5 million in 2024. Through its investment, the Article 9 fund aims to support the transition towards more sustainable, plant-based dairy alternative production – the carbon footprint of oat milk is significantly lower than that of traditional cows’ milk. Tuomas Kukkonen, chair of the board at Finnish Food Factory, said: “Finnish raw materials – particularly oats – have become a staple in consumers’ diets. With many years of expertise in plant-based products, the cornerstone of our operations is efficient, innovative and reliable production. We are excited to welcome Taaleri Bioindustry as our growth partner.” The investment is Taaleri Bioindustry Fund I’s sixth investment, having already raised €100 million in commitments of which approximately half has been deployed. Marjatta Rytömaa, managing director at Taaleri Bioindustry, commented: “We are pleased to begin our collaboration with Finnish Food Factory. With its experienced team, the company has achieved successful growth in both local and international markets while consistently delivering reliable production and value-add to its global customers.”

ADM is undertaking significant changes to its soy protein production network, aimed at improving operational efficiency and better serving its global customer base. The company has announced that it will cease operations at its Bushnell, Illinois facility while leveraging the recently recommissioned soy protein plant in Decatur, Illinois, along with other facilities in its extensive global network. As part of ADM’s broader strategy to optimise its portfolio, this decision reflects a commitment to consolidating production capabilities and enhancing service levels. Back in April, ADM announced that it would permanently shutter its soybean processing facility in Kershaw, South Carolina , as part of a broader strategy to streamline operations and reduce costs, according to Reuters . Ian Pinner, president of ADM’s Nutrition business, highlighted the importance of these changes in reinforcing the company’s competitive position within the industry. “Optimising our soy protein production network is an example of how we’re strengthening our asset platform, combining capital discipline with smart organic innovation and operational improvements to increase cash flows and returns,” said Pinner. The decision to close the Bushnell facility is part of ADM's strategy to focus on its most efficient operations, allowing for a more streamlined approach to meet the growing global demand for soy protein products. The Decatur plant, which has resumed operations, is expected to play a crucial role in this transition, providing enhanced manufacturing efficiencies and supporting ADM's speciality ingredients business. The company says it is committed to ensuring a smooth transition for affected customers and employees during this operational shift. Pinner reassured stakeholders, stating: “We are prioritising treating any affected colleagues with respect as we advance this process,” indicating that the company is focused on minimising disruption. This move comes at a time when the demand for plant-based proteins is on the rise, driven by consumer trends toward healthier diets and sustainable food sources. Bunge Global also recently has acquired IFF's soy and lecithin business , a move that aimed to enhance Bunge's product portfolio and strengthen its position in the F&B sector. J Erik Fyrwald, CEO of IFF, highlighted during a conference call that the divested products were better suited for Bunge's operational expertise. “They’re highly commoditised and managed far more efficiently by Bunge than they were by us,” said Fyrwald. He noted that these products delivered only low single-digit EBITDA margins for IFF, and selling them will enable the company to focus on its more specialised isolated soy protein business – boosting both margins and innovation potential.

Australian alternative protein company, All G, has announced an AUD 25 million ($17.7 million approx.) Series A raise. All G offers a range of meat alternative products, including mince, burgers and nuggets, that are sold under the Love Buds brand. In addition to plant-based meat, All G's business also encompasses animal-free dairy. The company is working to advance precision fermentation technology, with a focus on casein micelle formation. Agronomics Limited and its affiliate investment vehicle, New Agrarian Company, is leading the Series A round. The new funds will enable All G to accelerate its commercialisation objectives in both the plant-based and cellular agriculture spaces. “We could not be happier with Agronomics leading our Series A round due to their wealth of experience in funding the cellular agriculture sector,” said Jan Pacas, founder and CEO of All G. “When looking for investment it is critical for us that our investors share our vision for developing technology that can change the way we impact the planet through categories that are simply not sustainable as our populations grow. We are confident that with investors like this, we can accelerate our commercialisation objectives and lead food innovation in Asia-Pacific.” The AUD 25 million secured is part of a larger expected round. #AllGFoods #Australia

US-based ingredient technology firm MycoTechnology has named Robert Scott to its board of directors. Robert Scott Scott, who brings over 25 years of leadership experience in the food and beverage sector, currently serves as president of Albany State University, Georgia. His career spans senior roles at Kraft Heinz, Coca-Cola, Abbott Nutrition and Procter & Gamble, as well as academic posts at Spelman College, Boston College and Norfolk State University. At Kraft Heinz, Scott led the transformation of the company’s global R&D organisation, while at Coca-Cola he headed new ingredient discovery and sweetener technology development across multiple global markets. Founded in 2013, MycoTechnology specialises in creating functional ingredients using mushroom mycelia fermentation, targeting applications in sweeteners, proteins and other natural solutions for the food and beverage industry. MycoTechnology's chairman of the board, Rob Case, said: “We are thrilled to welcome Robert to the MycoTechnology board of directors. “Robert’s broad understanding of the food and beverage industry and specifically his beverage category sweetener expertise will be especially valuable ​ as we commercialise and bring to market our revolutionary new​ ingredient, Honey Truffle Sweet Protein, ​ which is naturally derived from the honey truffle and delivers a uniquely clean taste profile with minimal off-notes.” ​ MycoTechnology's CEO, Jordi Ferre, added: “In addition, Robert’s contributions to the board will be important by providing the customer view as we continue to expand our portfolio of natural ingredient solutions from mushroom mycelia fermentation into the global food and beverage markets". Top image: © MycoTechnology

Matthieu Bertoux, marketing director at Ingredion, and Olivia Fannon, technical service technologist for Western Europe, explain how brands can create vegan batters and breadings that satisfy on every sensory level while still meeting clean label demands. Texture is one of the most important factors in what people look for in good food and coatings are more than just a finishing touch: they transform how food looks, feels and tastes. In fact, the global market for batters and breadings is expected to reach $3.23 billion by 2027 at a CAGR of 6.7% . A new era for coating systems Adopting vegan coating solutions is about far more than appealing to the growing plant-based movement. It’s about a genuine evolution in food science that delivers tangible operational benefits that help to streamline production lines and simplify ingredient handling workflows. These advances in science now enable companies to embrace formulations that both tap into the rising demand for sustainability and ethical sourcing, while also reducing the risks of cross-contamination by removing egg allergens from production facilities. Refining recipes to meet demand When it comes to creating batters and breadings that consumers genuinely prefer, there are several crucial factors to get right. Traditionally, eggs have been used to bind coatings to various foods, but vegan formulations must take another route. Highly functional starches, derived from plant sources such as corn, tapioca and rice, can provide the necessary cohesion without compromising performance. Adhesive starches maintain the strength of coatings through all the stages of production, cold storage, and final preparation. To achieve the all-important golden-brown finish that customers love on battered foods, skimmed milk powder has historically been the go-to. Now, vegan alternatives such as dextrins are stepping in to do the same job, encouraging the subtle browning reactions (referred to as Maillard reactions) to provide the same visual appeal while being completely dairy-free. Coating meat alternatives is a category of its own. Without animal-derived flavour compounds, it can be a balancing act to get the satisfying, harmonious taste profiles. This requires carefully adjusting plant-based flavours in coatings to ensure they complement, rather than compete, with the base product. Plant-based proteins also bring different surface qualities and moisture levels, often needing more adhesive batters or specialist starches for reliable coverage. Cracking the science of texture Texture in batters and breadings isn’t just a matter of preference, it’s something that should be created with real precision. Achieving the perfect crunch depends on understanding the way that starches behave at a molecular level. Starch consists of two primary polymers: amylose and amylopectin. The ratio of the two matters a great deal. Amylose, with its linear structure, forms strong films and gels that deliver smooth, crunchy textures. Meanwhile, amylopectin’s highly branched structure produces softer gels and films providing a rough, crispy texture with greater expansion. Lighter, crispier coatings that break down quickly during consumption should be made using a formula that contains more dextrins and starches, with less amylose content. This is because the specific branching structure of dextrins creates additional surface roughness and blistering, enhancing the perceived crispiness while also providing the visual texture that consumers expect. By adopting a scientific approach to ingredients, manufacturers can replicate the exact textural experience and sensory targets across production runs to provide consumers with the sensory experience and perfect crunch that they have come to desire. A non-negotiable for today’s shopper As well as texture, consumers are looking ever more closely at what’s actually in their food, with 'Clean label' becoming an increasingly significant driver of purchasing decisions. This typically means using familiar, everyday ingredients, no chemical additives, artificial-sounding or misleading components, and steering clear of any genetically modified ingredients. According to Ingredion's proprietary ATLAS research, nearly half of consumers (43%) now check the ingredient and nutrition labels before buying their food. So, to ensure market competitiveness, a clean label approach is key. For batters and breadings, clean label expertise is about using functional native starches that haven’t been chemically altered. Today’s ingredient technologies mean that these starches can do all the heavy lifting: providing the adhesion, film-forming properties and texture stability needed, while ticking every clean label box. Meeting the technical challenge Ensuring that vegan coatings will perform optimally involves overcoming a few technical hurdles. For a strong, robust coating, boosting the percentage of solids and using high-amylose or cross-linked starches is critical. This creates a network that locks out moisture meaning that the crunch will last even during extended holding periods. Vegan batters exhibit different rheological properties during processing. This can be managed by increasing the starch content, reducing flour, and using process-stable suspension starches that will maintain consistent viscosity throughout the process. The separation of a coating from a substrate, known as 'pillowing,' can also be a common challenge for vegan formulations. Adding adhesion starches at the pre-dust stage or incorporating them directly into the batter will create stronger bonds between layers that will ensure coating integrity. Raising the bar with plant-based coatings Moving to vegan batters and breadings isn’t just about leaving animal-derived products behind: it’s an opportunity to rethink coatings for enhanced nutrition, clean label appeal and improved functionality. By applying a deep understanding of the science behind texture development, selecting functional ingredients with precision and designing systems tailored to specific applications, manufacturers can create vegan coating solutions that consistently meet and exceed consumer expectations for taste, texture and label transparency. As demand for plant-based proteins continues to rise, the creation of customised coating systems represents a major opportunity for innovation. The distinctive formulation challenges posed by meat analogues, such as varying moisture release profiles, unique surface properties and differing flavour dynamics, call for specialised approaches to batter and breading development. Progress in this space will be driven by innovative ingredient solutions, including clean label texturisers, alternative proteins and naturally functional starches. Manufacturers best placed for success will be those adopting a holistic formulation strategy, taking into account the coating system’s interaction with plant-based substrates throughout every stage, from processing and storage through to final preparation. With the global market for batter and breading premixes experiencing strong and sustained growth, manufacturers who successfully master vegan formulation will be well-positioned to secure a competitive edge while supporting the shift towards more sustainable, plant-forward food systems.

Protein Industries Canada has announced that its CEO, Robert Hunter, is no longer with the organisation. Hunter has served as CEO since January 2025. Protein Industries Canada did not disclose a reason for his departure, but said it has already initiated an expedited search for a new chief executive to ensure a smooth transition and to continue advancing the organisation’s mandate. Robert Hunter Protein Industries Canada is one of Canada’s five global innovation clusters, with a mission of growing the country’s plant-based food, feed and ingredient sector. It aims to build a more sustainable and resilient agri-food sector through initiatives and industry partnerships. Last month, it announced a new pilot project in partnership with Louis Dreyfus Company and Seven Oaks Hospital Chronic Disease Innovation Centre, aiming to bring new pea protein ingredients and products to Canadian consumers – particularly seniors looking to manage muscle loss and sarcopenia. Tyler Groeneveld, chair of the board of directors, said: “The board of directors’ priority is the long-term sustainability and operational success of the organisation. Protein Industries Canada will continue to advance our strategic plan, The Road to $25 Billion. We remain committed to strengthening Canada’s plant-based ingredient and food processing sector.”

Livekindly Collective is reintroducing its Like plant-based meat brand to the UK after a three-year absence, targeting Gen Z flexitarians and younger consumers. Originating in Germany, the brand will debut in Tesco this September with three frozen SKUs: vegan chicken nuggets, popcorn chicken and hot dogs, with a wider rollout planned later in the year. The range is positioned as versatile frozen staples, suitable as centre-of-plate proteins or as ingredients in bowls, salads, pastas and wraps. According to Livekindly Collective, the products are HFSS-compliant, high in protein, a source of fibre and low in saturated fat. Packaging is fully recyclable, aligning with retailer sustainability KPIs. Emma Herring, UK marketing manager at Livekindly Collective, said: “Gen Z flexitarians are an important consumer segment in the meat-free category. With its bold look and feel, strong appetite appeal, and exciting marketing plans, the Like brand is well placed to engage this audience.”

Sustainable investment firm Collateral Good has been appointed to manage a €100 million Sustainable Food Fund, formerly known as Blue Horizon Venture I. Now rebranded as Collateral Good Food Innovation I, the fund comprises 14 portfolio companies working across plant-based, precision fermentation and cultivated meat sectors. Investments include Swiss plant-based meat producer Planted, precision fermentation companies Every, Geltor, Chromologics and Algama, and cultivated meat pioneer Mosa Meat. The transition follows a process led by Deloitte Luxembourg, with more than 85% of the fund’s Limited Partners selecting Collateral Good to take over management. The fund will be led by co-founders Mariana Gonzalez and Michael Kleindl, alongside partners Cyril Zimmermann and Jarne Elleholm, and supported by an advisory network including Maxence de Royer (Nestlé), Constantino Matouk (Bimbo Corporation) and Frank Alexander Kühne (Adalbert Raps Stiftung). Collateral Good said that while the alternative protein and food tech sectors have faced headwinds in recent years, the long-term outlook remains positive. The firm emphasised that continued innovation in these fields is key to building a climate-positive and resilient global food system. Top image: © Planted

A report by alternative protein think tank Food Frontier is calling for investment in a national plant protein ingredient industry in Australia, highlighting several key recommendations for the Australian government. The report calls on the government to take ‘practical and achievable’ steps to capture a share of the growing global opportunity, projected to triple to a value of $69.2 billion by 2032. Titled ‘ Unlocking Australia’s potential: The case for a national plant protein ingredient industry ,’ the report is informed by feedback from ingredient manufacturers, agricultural industry leaders and research institutions, Food Frontier said. It identifies a significant opportunity for Australia to build sovereign manufacturing capability, increase long-term food security and invest in agricultural transformation by scaling the domestic plant protein ingredient industry. In line with the increasing impacts of climate change, Food Frontiers noted that it is ‘critical’ for the government to recognise the urgency of catalysing investment in plant protein ingredient processing capabilities to secure Australia’s resilience to global supply chain volatility. It highlights investments made in Canada, China and the EU in recognition of this. David Bucca, executive chair of Food Frontier, said: “Locally, we face structural challenges such as high domestic manufacturing costs, limited catalytic investment and a fragmented industry. Australia risks falling further behind and missing this economic opportunity.” “Australia’s agricultural production is world leading. Now, we have a chance to compete with other global grain producers and top plant protein ingredient manufacturers, but we must act fast.” The report’s recommendations for Australia include: Establishing a national taskforce to coordinate policy, infrastructure and investment efforts across jurisdictions Investing in shared R&D platforms for crop breeding, processing optimisation, ingredient functionality and product application, and byproduct valorisation Government support to help the industry drive demand and reduce adoption barriers through targeted marketing, reformulation incentives, traceability systems and data on ingredient usage and trade flows Scaling manufacturing via strategic investment in regional hubs, shared infrastructure and capital co-investment frameworks Building workforce and regional supply chains through targeted training, grower engagement, crop contracting and regional ecosystem development Australia produces roughly 59 million tonnes of protein-rich cereals, pulses and oilseeds annually, including a vast majority of the crops used for plant protein ingredients. While it is a major producer of lupin, wheat and canola, and has high growth potential in chickpeas, lentils and faba beans, Australia annually exports over 65% of its protein-rich source crops as unprocessed commodities. Bucca said: “Without decisive action, we risk remaining a lower-value commodity exporter, reliant on overseas manufacturers for imports – resulting in lost value for primary producers and higher costs for Australian consumers.”

US dairy alternatives brand Tofutti has partnered with vegan restaurant group Greens and Grains to launch a new plant-based tzatziki sauce. The sauce is made using Tofutti’s sour cream alternative as a base. It will be featured in several Greens and Grains menu items, including their gyros and falafels, as well as part of a side dish served with pita bread. While Greens and Grains owner Lambros Psounos had already been using Tofutti’s sour cream alternative as the base for his homemade tzatziki, the restauranteur needed a larger-scale solution to meet growing demand following the opening of new locations. He worked closely with Tofutti’s food development team to scale the sauce for greater production. Inspired by the collaboration, Tofutti said it now plans to release its own branded tzatziki dip into retail as part of its expanding Better Than Sour Cream dips line, which already includes options such as French onion, garden cucumber and guacamole. Tofutti’s chief executive and financial officer, Steven Kass, commented: “Greens and Grains is a respected and fast-growing vegan brand,” Kass said. “This partnership aligns perfectly with one of our core markets – vegans and vegetarians – and we’re proud to collaborate with a fellow New Jersey business.” Top image: © Greens and Grains

With alt-meat industry leaders moving away from imitation products, while tofu and tempeh continue to perform strongly, the shift toward more ‘natural’ proteins may signal a contraction in the meat alternatives market – and the start of a new era for plant-based. Could the era of meat mimicking be coming to an end? The Plant Base’s editor, Melissa Bradshaw, explores.   The journey to 2025 Meat alternatives – products that offer a meat-free version of animal-based proteins, often designed to replicate a specific meat – have been around longer than many might expect. Take tofu and tempeh, for example. Still a staple in many homes today, these soya-based plant protein powerhouses have been around for centuries. Among the earliest meat alternatives, they were used as a protein source in vegetarian and vegan dishes, originating in East and Southeast Asia. Nowadays, tofu and tempeh aren’t generally seen as meat imitations – they’re enjoyed for their own unique qualities. But many alternative proteins developed more recently have followed a clear trajectory: mimicking meat became the ultimate goal. Commercially developed meat alternatives date back as early as the late 19th century, when John Harvey Kellogg introduced ‘Protose’. Made primarily from wheat gluten and nuts, it was positioned as a versatile meat substitute designed to match both the taste and nutritional profile of meat. Fungi protein specialist Quorn is also recognised as an early innovator, entering the market in the 1980s with its mycoprotein-based meat substitutes. Although development began in the 1960s, the first products – two savoury meat-style pies – didn’t reach supermarket shelves until 1985, after the mycoprotein ingredient received regulatory approval. © Quorn Since then, manufacturers have made significant strides in creating juicy, meat-like textures and flavours. Start-ups like Beyond Meat and Impossible burst onto the scene in the 2010s, and sales of hyper-realistic, ‘bleeding’ plant-based burgers and steaks soared. Ingredient innovation, along with technologies such as modern fermentation and 3D printing, redefined meat alternatives in the early 2020s – some of which are now almost indistinguishable from their animal-based counterparts. “It was so realistic I had to check with the waiter that it wasn’t actually meat,” is a phrase I’ve often heard from diners impressed by plant-based burgers or steaks from the likes of Beyond and Redefine Meat. With taste and texture vastly improved, and many products offering a good source of protein, fibre (absent in traditional meat), and lower salt and saturated fat, meat alternatives must be flying off the shelves in 2025, right? Not quite.   The pushback Awareness of ultra-processed foods (UPFs) – products defined by their level of industrial processing and the use of synthetic additives not found in a home kitchen – has grown significantly in recent years. The NOVA system, developed by researchers in Brazil, categorises foods according to their processing levels and has sparked considerable debate over which products should truly be classed as UPFs. Unsurprisingly, products with unbalanced nutritional profiles – such as chocolate bars, biscuits and fizzy drinks – fall into this category under the NOVA definition. But so do many seemingly innocuous everyday items, like packaged wholemeal bread, as well as functional foods such as protein bars and fortified beverages. This highlights the need for nuance when discussing UPFs: equating them automatically with 'unhealthy' is far from straightforward. Many plant-based meat alternatives also fall into this category, which has made the sector an easy target for pro-meat lobbyists, fuelling a wave of negative press in recent years surrounding the health credentials of these products. Misinterpreted studies and fearmongering over 'ingredients you can’t pronounce' have unfairly tarnished the reputation of plant-based meats with balanced nutritional profiles, placing them into the same category as HFSS (high sugar, salt and fat) products that offer little to no essential nutrients such as protein and fibre. According to data from the Good Food Institute (GFI), the market for plant-based meat is falling steadily in the UK – in the year to January 2025, total sales value was £333 million, a decrease of 9.7% compared to the previous year and of 15.5% compared to two years prior. Tofu, meanwhile, saw 10% higher annual sales volume in the year to January 2025 compared to the previous year – and tempeh and seitan, though still making up a small volume of overall market sales, was 85% higher than in the previous year. Brands like Better Nature and The Tofoo Co have been thriving. Organic tempeh brand Better Nature celebrated its best quarter yet in Q2 2025, with 128% year-over-year sales growth, while The Tofoo Co had a record year in 2024, with revenue reaching nearly £24 million – an 18.5% increase on 2023. Earlier this year, managing director Dave Knibbs said The Tofoo Co was “continuing to defy the slump seen elsewhere in the category” as it marked continued growth. By comparison, meat analogue companies like Beyond Meat and Quorn have struggled. Beyond reported disappointing results for Q2 2025, ending 28 June, with net revenues down 19.6% year-over-year. CEO Ethan Brown noted that the figures reflect “ongoing softness in the plant-based meat category, particularly in the US retail channel and certain international foodservice markets”. The company has recently come forward to deny rumours of bankruptcy, posting on the social media platform X: “Recent media stories suggesting that Beyond Meat filed for bankruptcy are unequivocally false. We have not filed, nor are we planning to file for bankruptcy.” Nevertheless, Beyond has been forced to implement cost-saving measures such as workforce reduction and has appointed a restructuring expert as its chief transformation officer. It is also reportedly embarking on a rebrand and removing ‘meat’ from its name, in line with the launch of more ambiguous products that do not replicate a specific meat type. Quorn has also faced a challenging period of sustained losses, having recently embarked on a multi-year turnaround plan – though CEO David Flochel is adamant that 2025 will be a ‘reset year’ for the company , commenting: “The challenges in the category have been well documented but we’re starting to make progress…I believe that with the right focus and strong execution, we can turn both the company and the category around.”   Is it all over for imitation products? It’s unlikely to be that simple. While the GFI noted that widespread media concern over UPFs in the UK may partly explain the relative performance of tofu, tempeh and seitan, it added that the absolute increase in their uptake was still far smaller than the corresponding drop in plant-based meat sales. Fear over meat alternatives being 'ultra-processed' is only part of the story. Other factors behind declining sales for brands like Beyond Meat include price differences compared with conventional processed meat or cheaper plant proteins, as well as the natural easing of the sharp, unprecedented growth seen in the late 2010s – growth that was ultimately unsustainable in the long term. © Beyond Meat But it’s impossible to ignore the transition we’ve seen from several of the industry’s major players this year – Beyond certainly isn’t alone in developing new products that shift away from imitation. British start-up This – known for its hyper-realistic meat alternative products such as sausages, burgers and even chicken ‘wings’ complete with ‘skin’ made from seaweed – hit the headlines in April this year with the launch of its ‘This Is Super Superfood’ product. The ‘superfood’ block takes a different approach to plant-based protein: it doesn’t imitate meat, but instead offers a next-generation product with a unique texture and nutritional profile. Made from fava bean protein, seeds and vegetables, it delivers 18g of protein per 100g and incorporates superfoods such as flaxseed and shiitake mushrooms, making it the brand’s “most nutritious and versatile” product to date. Moving Mountains also launched a ‘Superfood’ range in January , free from soya and gluten and made with ingredients like quinoa, peas, mushroom, courgette, lentils, chickpeas and chia seeds. The brand, which is also best known for its ‘meaty’ products, said it was responding to increasing consumer interest in gut health and nutritional awareness. Eleanor Faragher-Siddall, marketing manager at Moving Mountains Foods, commented: “We looked at the changing industry climate and shifting market trends and saw a clear demand for healthier, convenient and nutrient-rich, plant based alternatives”. L-R: This and Moving Mountains' new 'superfood-based' product ranges Other brands in Europe and the US, such as Juicy Marbles, Revo Foods and Happy Ocean Foods, have also launched more ambiguous and non-imitation meat alternative products this year. Happy Ocean Foods and Revo Foods launched versatile offerings emphasising functional protein and clean ingredients, while Juicy Marbles unveiled its ‘Meaty Meat’ line . Though still imitating meat, it takes a more “deliberately ambiguous” approach. Co-founder Luka Sinček explained that, while comparisons to traditional meat help consumers “visualise how they fit into their lives,” direct comparisons can “draw attention away from the products’ unique properties”.   Final thoughts Personally, I believe there is still a place for meat mimicking products. They can be especially useful for people who are trying to transition away from eating meat for environmental or animal welfare reasons, but who still enjoy the taste. While I often cook with tofu and legumes at home, I enjoy a plant-based meat burger every now and then – at a summer barbecue or in a restaurant, it's nice to feel I’m not missing out on a part of the experience I used to enjoy back when I ate meat! And while meat-mimicking products will likely need to improve in areas like nutrition and clean labelling – brands like Planted are already making strong progress here – I think they are disproportionately targeted by critics looking for a reason to dismiss plant-based food. Not every product needs to wear a health halo. I’ve never heard anyone argue that traditional sausages or ham should be pulled from shelves, even though they’re also UPFs. It’s widely understood that these 'less healthy' foods can be enjoyed in moderation, as part of a balanced, whole-food-rich diet, rather than daily or at every meal. © Redefine Meat Rather than a complete overhaul of the meat alternatives sector, what is perhaps needed is a more balanced discussion around nutrition – and less sweeping statements about UPFs that fail to acknowledge factors like overall nutritional profile and socioeconomic disparities of consumers. Either way, I’m more than happy to celebrate the rise of tofu! And with recent data projecting the global plant-based food market to triple by 2035, it can’t all be bad news.