Juicy Marbles has expanded its partnership with Austrian food-tech company Revo Foods, launching a second co-branded seafood alternative product – Kinda Salmon. The launch follows the success of Kinda Cod , the co-branded plant-based cod fillet alternative introduced by the two start-ups in June. Marking Juicy Marbles’ first foray into plant-based fish, the product sold out online in just over an hour. These co-branded offerings are part of a new Juicy Marbles & Friends line from the Slovenia and US-based alt-meat maker, which will see the launch of a series of products developed in collaboration with partner companies. Kinda Salmon comes as a 110g unbreaded fillet, seasoned ‘delicately’ with pink pepper and lemon. According to Juicy Marbles, its versatile texture and subtle flavour allow consumers to use it across numerous different cooking mediums and cuisines. It is made from fermented mycoprotein using Revo Foods’ novel structuring process to deliver a ‘tender yet firm bite’. The product contains omega-3 from microalgae oil (117mg DHA and 74mg EPA per serving), as well as 13g of protein per fillet, vitamin B12, B6 and folate. It also provides a good source of dietary fibre. Revo Foods’ CEO, Robin Simsa, said that launching products under Juicy Marbles & Friends enables the company to be more efficient and focus on its core strengths and innovation, while tapping into Juicy Marbles’ developed sales network and brand in different key markets such as the US and UK. He commented: “Juicy Marbles has built an international brand. We have pent up demand for our products in the US we’ve been unable to supply, so teaming up fulfills both our companies’ missions.” “I believe this collaborative mindset is key to bringing the whole field forward. It’s easy to forget we’re still in the early days of this industry; it’s still relatively niche.” Juicy Marbles is well known for its range of ultra-realistic, whole cut-style meat alternatives, such as its marbled plant-based steak and ‘ribs’ complete with a soya-based ‘bone’ . The company also recently launched ‘Meaty Meat,’ designed as a more ‘ambiguous’ meat alternative product and available in either ‘ Pork-ish ’ or ‘ Lamb-ish ’ varieties. By venturing into alt-seafood through its partnership with Revo, Juicy Marbles is aiming to provide an alternative to breaded or pre-fried plant-based fish products, which can be limited in versatility and come with excess fat and salt. Luka Sinček, Juicy Marbles’ co-founder, said: “When it comes to plant proteins, our goal is to give you the closest thing to a wholesome, raw ingredient as we can. The kind of versatile canvas chefs and home cooks actually want to work with. Clearly, there’s demand for plant-based fish products that feel like real ingredients, rather than pre-packaged meals.” Kinda Salmon is now available to buy on Juicy Marbles’ US web shop, with a UK release to be announced. It can also be purchased through Revo Foods’ European retail partners, which include Billa and Rewe.

US plant-based food company Hodo has introduced a new product line, Lightly Fried Tofu, available now in three flavour varieties: Chili Crisp, Golden Turmeric and Gochujang. The tofu blocks are scored, lightly fried and then marinated in the sauces, resulting in ‘bold and juicy’ tofu that is pre-flavoured and ready to eat. Hodo said it developed the product line following the booming popularity of Asian flavours. The Chili Crisp variety is described as a ‘fiery, umami-packed’ blend with notes of garlic, onion and crispy chillies, inspired by the favourite Chinese condiment. Golden Turmeric features turmeric, ginger and black pepper, described as ‘earthy, warm and comforting,’ while the Korean-inspired Gochujang variant balances sweet, spicy and savoury with its fermented chilli flavour, adding ‘depth and complexity without overpowering’. All three varieties are made with organic, non-GMO and gluten-free extra firm tofu, containing more than 36g of protein per 8oz pack. Minh Tsai, founder and CEO of Hodo, said: “We noticed broad consumer interest in spicy Asian flavors like chilli crisp oil…Millennials and Gen Z associate fermented foods like miso, gochujang and turmeric with health and wellness. Our new lightly fried tofu is flying off the shelves as we see strong initial reaction from consumers.” The new line is available at select retailers across the US, including Erewhon, The Fresh Market, Good Eggs and more.

Plant-based dairy brand Elmhurst 1925 has added three new beverages to its Unsweetened line of milk alternative beverages. Unsweetened Pistachio Milk, Unsweetened Vanilla Pistachio Milk and Unsweetened Vanilla Cashew Milk are the latest clean label additions to join the portfolio. The Vanilla variants are Elmhurst’s first-ever flavoured unsweetened plant milks, suitable for use in coffee, smoothies, baking and more. Additionally, responding to the increasing popularity of pistachio and positive consumer feedback about its existing pistachio offerings, the brand chose to build on this with the new unsweetened varieties. Formulated with just three ingredients – real whole pistachios, filtered water and Himalayan pink salt – Elmhurst’s Unsweetened Pistachio Milk is claimed to be the ‘cleanest pistachio milk on the market’. Each serving contains 27 whole pistachios, providing a source of biotin, thiamin and vitamin B6, as well as 3g of protein per serving. The Vanilla Pistachio variant adds Tahitian vanilla extract for a hint of sweetness without the addition of sugar or artificial sweeteners. Vanilla Cashew Milk, meanwhile, combines Elmhurst’s popular cashew milk with real Madagascar vanilla, delivering 4g of protein per serving. Like the brand’s other offerings, the new products are made using the company’s HydroRelease method. Using just water, this separates the nutritional components of a nut, grain or seed before reassembling them as a creamy plant milk, maintaining the source ingredient’s nutrition without added gums or emulsifiers. Heba Mahmoud, senior director of brand innovation at Elmhurst 1925, said: “As consumers seek out more clean, creamy and nutritious plant-based dairy alternatives beyond the traditional almond and oat milks, Elmhurst continues to propel the cashew and pistachio markets forward with these new high-quality options”. “Our cashew milks offer up to three times more cashews per serving than other brands and our pistachio-based line only uses whole real pistachios, without any processed ingredients that take away the naturally buttery taste and nutritional properties of each nut.” All products in the brand’s line are made without carrageenan, gums, oils, or other emulsifiers, and are Non-GMO Project Verified, gluten-free, dairy-free, kosher and vegan. The new Unsweetened products are available at Sprouts Farmers Market locations across the US, as well as online, at an RRP of $8.99.

With recent research showing that young men are increasing their consumption of meat, environmental charity Hubbub’s CEO, Alex Robinson, explores how the plant-based food and beverage industry can appeal to this demographic. Alex Robinson Netflix recently released a documentary so stomach-churning it'd make even the most committed carnivore wince. Brian Johnson, the self-proclaimed 'Liver King' based in the US, has made his name peddling ‘ancestral living’ and his own line of organ-meat supplements. His daily breakfast alone is enough to make you queasy: six raw eggs, maple syrup and uncooked bone marrow – washed down with a side of yogurt.   While Johnson is undoubtedly extreme – and it's tempting to dismiss him as an oddball – the obsession with protein is alive and well here in the UK , too. As the BBC reported last month, high-protein claims appeared on 8.3% of food product launches in early 2025, even though, on average, people in the UK are already consuming far more protein than they need. The British Nutrition Foundation recommends we get protein from a variety of sources – including high fibre foods like beans, lentils and chickpeas – but in the UK, the majority of our protein intake comes from meat and meat products.   Beyond the obvious health risks – high consumption of red and processed meats is linked to increased risks of bowel cancer, cardiovascular disease and type 2 diabetes – there’s a greater danger: the impact on our climate. As the UK’s Climate Change Committee put it earlier this year, we need to cut our meat consumption by 'two kebabs’ worth per week'.   For a nation that grew up on chicken and chips and a weekly spag bol, this represents a big shift. The good news is we’re already seeing positive movement. Over the years, the UK has steadily been reducing its meat consumption – the average Brit bought 857g of meat per week in 2023, down from over 1kg in 2000. That's roughly equivalent to one kebab fewer per week.   However, the story isn't as straightforward as it seems. While meat consumption has been in a slow, long-term decline, the national picture masks a significant divergence amongst one crucial group: young men. Meat and masculinity   Research conducted over two years by Hubbub  has found that young men aged 16-24 are twice as likely to have increased  their meat consumption year-on-year than men of all other ages and three times as likely as the general population. Over 40% of young men eat meat daily, and around the same number are unwilling to cut back. Many of us have accepted the idea that Gen Z are leading the charge when it comes to environmentally conscious eating, but the truth is, we’re seeing a growing gender divide, with an increasing number of young men moving in the opposite direction.   When we spoke to young men about the reasons behind this , the impact of social media was undeniable. Since 2022, there's been a clear uptick in figures like Joe Rogan, Jordan Peterson and Andrew Tate promoting ‘carnivore diets,’ declaring benefits like better mental clarity and a greater connection with nature.   Alongside the Liver King, the British ex-bodybuilder Eddie Abbew was cited by many as a key influence. Like Johnson, Abbew advocates for an extreme diet. And though both Abbew and Johnson have built followings by promoting extreme protein for seemingly unattainable physiques, they’ve both been exposed for using steroids – undermining their claims of ‘natural’ results.   It’s clear that these figures wield enormous influence, and that their endorsements are frequently interwoven with misinformation – both on health and climate. In a 2025 Joe Rogan Experience  podcast featuring Elon Musk, the pair discussed climate change, asserting that meat consumption was ‘irrelevant’ without providing scientific evidence. That podcast alone garnered 19 million views on YouTube. What can the industry do?   If we’re to tackle this problem and encourage young men to eat less meat and more plants, we need realistic, evidence-based approaches that meet them where they are. That means creating products, campaigns and messages that speak directly to their needs, motivations and barriers. Products and packaging should appeal to young men without hitting them over the head with environmental messaging. We need to show how plant-forward diets can support health and fitness, and educate young men on protein sources.   Take Huel, who have made plant-based performance their trademark with high-protein, ‘complete nutrition’ products that address muscle and fitness, not environmental concerns, and are accessibly priced at £3.25 a meal. Or Heura, the Spanish market leader for plant-based meat, who market their products as ‘the protein of the future’ – tapping into many young men’s desires to be tech-savvy trend spotters.   Using trusted messengers is also key. In 2020, Quorn teamed up with Liverpool FC, becoming their Official Sustainable Protein Partner, to encourage fans – especially young men – to consider cutting back on meat. They made vegetarian and vegan options more available at Anfield, and focussed on making those choices feel desirable. This was followed by the 2021 ‘Meat-Free Match Days’ campaign, which included meat-free pies and endorsements from players. Quorn's research showed that 74% of fans were interested in sustainable food at games, and 56% were already eating less meat. Shifting the narrative   Back to the documentary. A surprisingly tender moment shows Johnson, chastised, reflecting on his decision to take steroids. He admits he always struggled with self-esteem, feeling ‘powerless’ before he bulked up. Johnson's vulnerability mirrors the struggles many young men are facing at a time when it can feel harder than ever to be young and male. In a society that fails to openly discuss health, fitness, positive masculinity and diet, charlatans step in to fill the void.   The rise of the ‘manosphere’ has brought many issues, but this intense focus on meat as masculinity risks both men’s health and our climate. If this trend is a sign we're going backwards, then the food industry, government and charities need to act with urgency. We need to shift the narrative to move plant-forward eating away from an ideological battleground into a natural, positive choice.

Meat alternatives company Impossible Foods has lost a four-year trademark legal case against a Spanish independent bakery, Impossible Bakers. The case centred around the use of the word ‘Impossible’ in the bakery’s branding. Impossible Foods filed an opposition in 2021 to try and prevent the company from registering its logo, on the grounds that it could confuse consumers due to similarities with the alt-meat maker’s own branding. Impossible Bakers applied to register the logo – which featured the words ‘Impossible Bakers’ and a flying elephant – as a trademark across its product portfolio, which includes a range of baked goods such as bread products, pastries and cakes. The EU Intellectual Property Office (EUIPO) originally rejected the motion in 2023, but US-based Impossible Foods appealed to the General Court of the European Union, requesting that the contested decision be annulled. Ultimately, the court ruled that the Spanish bakery can register and continue to use the trademark in the EU, dismissing Impossible’s appeal. Its ruling was based on several key factors. While Impossible Foods owns the trademark for the name, the court state that the word ‘Impossible’ is ‘weakly distinctive’ and could rather be used as descriptive and ‘laudatory’ marketing language. Additionally, the Impossible Bakers logo features additional elements such as the flying elephant and the word ‘Bakers,’ which the court noted is ‘more striking in the mark applied for, due to its larger size’ compared to the word ‘Impossible,’ making it the ‘dominant element’ of the trademark. Impossible Bakers’ trademark also includes other visual differences such as an inverted double ‘s’ in the word ‘Impossible,’ it added. The court therefore came to the conclusion that consumers were not likely to be confused by the two brands due to the design differences and consumers’ ability to distinguish between the two in an average shopping environment such as a supermarket. The action was therefore dismissed, with Impossible Foods ordered to bear its own legal costs as well as to pay those incurred by Impossible Bakers throughout the case.

Plant-based seafood company Happy Ocean Foods has announced a move away from substitutes with the launch of its new versatile ‘Clean Protein System’ protein bases, aligning with a broader industry shift toward products that are perceived as more natural and plant-led. The start-up, based in Germany, was founded in 2020 with a focus on the development of seafood alternative products. Its product portfolio included offerings designed to provide a realistic imitation of traditional seafood favourites like tuna and shrimp. However, it has announced a pivot away from substitutes with the launch of its new Clean Protein product line. These new functional bases aim to provide a convenient and versatile plant protein option that goes beyond the confines of mimicking a specific seafood or meat product, available in two varieties: Ocean Touch and Umami Touch. Ocean Touch is available in a flakes format, still providing a hint of ‘ocean’ flavours and enriched with microalgae oil for omega-3 DHA and EPA. It is made from a base of pea protein and rice flour, launching in both natural and lemon and herb-flavoured variants. They are ready to eat, suitable for serving cold or warm. Umami Touch offers a meatier variety, featuring savoury-flavoured cubes with a ‘meaty bite’ and ‘tender’ texture. They provide 22g of protein per serving as well as offering a source of B12. Best served warm, the cubes are made from pea protein and fava bean protein, available in spicy and mediterranean-inspired flavours. In a LinkedIn statement shared yesterday (30 July 2025), the company wrote: “With our deep expertise in wet extrusion and functional protein blends, we’re creating ready-to-use, allergen-free protein bases for modern foodservice concepts”. “These components are made to simplify kitchen processes while maximising flavour, texture and nutritional value – to deliver on every level.” Turning tides There has been a notable move toward developing products that are standalone, unique plant-based protein options in their own right, rather than alternatives to specific meat and seafood varieties, within the plant-based industry this year. A number of alt-meat and alt-seafood companies have expanded or revamped their portfolios in line with this growing trend, driven by evolving consumer preferences for products perceived as more natural and less processed. Industry giant Beyond Meat has revealed a major shift away from imitation this week with the upcoming launch of its new product, Beyond Ground, aiming to serve as a ‘blank canvas’ for consumers. The neutral and versatile product is made from just four ingredients – fava bean protein, potato protein, water and psyllium husk – showcasing the company’s simplest and most ‘clean label’ recipe formulation yet. In alt-seafood, Austrian start-up Revo Foods has launched two functional, non-imitation offerings recently  – The Prime Cut, and Minced Fungi Protein – while British alt-meat brand This expanded to include the whole foods-based ‘This is Super Superfood’ in its portfolio earlier in the year.

Pip & Nut, a player in the UK nut snack and nut butter market, has announced the launch of its Almond Butter Stuffed Oat Bar, responding to increasing consumer interest in plant-based snack options. This new product marks the brand’s first foray into almond butter-stuffed snacks, expanding its existing range of peanut butter-stuffed oat bars. The decision to introduce the almond butter variant comes as consumer preferences shift towards healthier, more nutritious snack alternatives. Each 45g bar is designed to be high in fibre and a source of plant-based protein, featuring a blend of wholegrain British oats, pumpkin seeds and currants, which contribute to its flavour and texture profile. The launch is indicative of a broader trend within the food and beverage industry, where consumers are increasingly seeking snacks that align with health and wellness goals. The demand for almond butter, in particular, has surged as consumers gravitate towards products that offer both taste and nutritional benefits. Pip & Nut's new offering aims to meet this demand while reinforcing the brand's commitment to sustainability and ethical sourcing. Pippa Murray, CEO and founder of Pip & Nut, noted that the company prioritizes consumer feedback in its product development process. "We wanted to create something that not only tastes incredible but also celebrates the versatility of almond butter," said Murray. "Building on the success of our Stuffed Oat Bars range, this launch is an exciting next step as we continue to expand into snacking." The introduction of the bar reflects the brand's responsiveness to market trends and consumer preferences, particularly in the growing health-conscious segment of the snack market. The Almond Butter Stuffed Oat Bar are now available for purchase in Sainsbury’s stores across the UK, with additional distribution through Ocado and Whole Foods. The bars will be sold individually and in multi-packs, catering to various consumer shopping preferences.

Beyond Meat is embarking on its next phase of innovation, marked by a shift away from imitation and the debut of a new, plant-forward product line showcasing the brand’s shortest ingredients label yet. The company, established in 2009 by founder, president and CEO Ethan Brown, is one of the plant-based meat alternative category’s most prominent players. While it has built its brand on producing hyper-realistic, juicy and ‘bleeding’ vegan burgers that mimic their animal-based counterparts, Beyond Meat has expanded its portfolio to focus more on wholesome and natural plant ingredients in recent years. Now, the brand has announced the upcoming launch of its latest innovation: Beyond Ground. Rather than imitating beef, pork or poultry specifically, the ambiguous offering is described as ‘Simply Beyond’ – with a neutral flavour serving as a ‘blank canvas’ for consumers to season as they see fit. The product will also be available in three pre-seasoned varieties: Tuscan Tomato, Chipotle Pineapple and Korean BBQ. It offers 27g of protein, 4g of fibre and 140 kcal per serving, and is made with just four ingredients, designed to address rising demand for alternative protein products with cleaner labels and enhanced nutritional profiles. The four simple ingredients used to create the product are fava bean protein, water, potato protein and psyllium husk, a type of dietary fibre used as a binder and thickening agent. The clean label shift Beyond has been moving toward cleaner labels and revamped nutrition since the unveiling of its ‘Beyond IV’ platform in 2024, showcasing reformulated products that aimed to meet rigorous health and nutrition standards as well as providing a satisfying taste experience. Its revamped Beyond Burger and Beyond Beef, the result of a multi-year research effort in collaboration with medical and nutrition experts, provide 21g of protein per serving (more than 80/20 beef) from peas, brown rice, red lentils and fava beans. The reformulated products incorporate avocado oil, enabling the brand to reduce saturated fat content by 60% while maintaining a juicy texture. Additionally, the products contain 20% less sodium than their previous versions. The products received certifications from the American Heart Association and the American Diabetes Association, confirming they adhere to evidence-based nutritional guidelines and heart health standards. Later in 2024, a new product line, Beyond Sun Sausage , followed – a plant-forward option made with wholesome vegetable ingredients like spinach, bell peppers and yellow peas, as well as brown rice, red lentils and fava beans. The sausages were introduced in Cajun, Pesto and Pineapple Jalapeño varieties, designed to offer a ‘distinct and unique’ protein option rather than replicating specific meat products. And this month, the company’s new Beyond Steak Filet – made from mycelium, fava protein and avocado oil – hit the foodservice market in the US through collaborations with several restaurant and bar partners. The product still aims to emulate traditional steak, complete with the ‘bleeding’ plant-based juices effect, but its recipe is ‘rooted in plants’ and continues the company’s wholesome ingredient focus. A changing industry This shift away from meat mimicking has reportedly led to a complete overhaul for Beyond Meat, with US media outlet Fast Company stating that the imminent Beyond Ground launch marks a complete removal of the word ‘meat’ from its name in line with a major rebrand, said to have been revealed in an interview with CEO Brown. Brown also hinted at future product launches in additional subcategories, such as ‘post-workout’ and zero-fat products targeting the macronutrient-conscious. The pivot follows declining sales for Beyond Meat, which faced disappointing Q1 financial results this year, including a record low stock price. This reflects the ongoing, wider challenges faced by the plant-based food and beverage industry, which has seen growth slow in recent years following its unprecedented, pre-pandemic boom. While this is likely to be due to several factors, one challenge that continues to stir up discussion within the sector is consumer perceptions of plant-based meat alternatives. As awareness of ultra-processed foods (UPFs) has grown, the meat alternatives category has come under increased scrutiny over the presence of artificial additives and heavy processing methods used to create more ‘realistic’ products. However, many industry players have hit back against the idea that processing alone can be linked to poor health outcomes, pointing instead to the presence of unbalanced nutritional profiles commonly found in UPFs, including high saturated fat and salt content. © Planted Many brands are now responding to the backlash by centring their efforts on developing meat alternatives that showcase shorter, simpler labels with recognisable ingredients and no artificial additives. Start-ups such as Planted and Swap are innovating within this space, aiming to tackle these negative perceptions of plant-based meat products. Top image: © Beyond Meat

Redefine Meat has added a new Shawarma option to its range of meat alternatives in the UK, available via Ocado. The launch responds to increasing interest in ‘gourmet sandwiches,’ described as an ideal healthy sandwich, pita, baguette, wrap or flatbread filling for summer picnics and beyond. Sold frozen, the Shawarma product is flavoured with a spicy blend of cumin, coriander, clove, cinnamon, mustard and hints of lamb notes while using only natural, plant-based ingredients. It provides 22g of protein, 4g of fibre and zero cholesterol per serving, while also offering a source of vitamin B12 and being low in fat. Redefine Meat, headquartered in Israel and also operating from additional facilities in the Netherlands and Germany, created the new Shawarma recipe using its patented additive manufacturing processes alongside AI and machine learning. These technologies enable the company to rapidly prototype, test and rate new products faster than traditional alt-meat production processes allow, Redefine Meat said in a statement. All of the company’s products are refined through sensory testing with culinary professionals and consumers. Georgina James, buyer of party food and vegan at Ocado Retail, said: “We’re thrilled to be adding another innovative Redefine Meat product to the Ocado range”. “Redefine Shawarma is a more sustainable option that delivers on flavour and versatility and we’re confident it’s also going to be a hit with shoppers looking for exciting, plant-based options.” The new product joins Redefine Meat’s existing Ocado range, which also includes Redefine Flank Steak, Pulled Pork and Beef, Burgers, Mince, Lamb Kofta and Bratwurst. It is priced at £4 and is will roll out from today (29 July).

The Mighty Drinks plant milk brand, which appointed administrators from Interpath in June 2025, has been sold to alternative protein company The Mighty Kitchen. Mighty Drinks, which offered a range of plant-based pea and oat milks among its portfolio, appointed James Clark and Howard Smith from Interpath as joint administrators on 17 June . The company had built a successful brand and strong offering, with products sold nationwide via the retail channel as well as through its own D2C subscription-based service. However, it faced continued profitability and scaling-up challenges amid current market headwinds, including rising costs and ‘fragile’ consumer confidence in the category, Interpath said in a statement. Following their appointment, the administrators mothballed the business and retained a small number of staff to support an asset realisation strategy. They have now confirmed the sale of the Mighty Drinks IP, alongside some stock, to The Mighty Kitchen. Launched in 2019, The Mighty Kitchen – an unrelated business to Mighty Drinks –  supplies plant-based protein products to the foodservice industry. It has operations in Cyprus, Greece and The United Arab Emirates as well as the UK. The Mighty Drinks brand’s three remaining members of staff have been retained by the administrators for a short period of time to assist with the transfer of the brand. Managing director at Interpath and joint administrator, James Clark, commented: “We’re pleased to have secured a sale of the Mighty Drinks brand to The Mighty Kitchen, ensuring the continuation of a well-regarded name in the plant-based sector. The transaction provides a platform for the brand’s future and the opportunity for the purchaser to exploit the brand overseas.” He added: “We wish the team at The Mighty Kitchen every success as they take the brand forward and pursue their mission to integrate plant-based products into food culture”. George Vou, CEO of The Mighty Kitchen, said: “This is exciting for us. We’re proud to be able to pick up such a well-crafted brand and to make good use of the work that the team at Mighty has already done.” The joint administrators are now focusing on selling the remaining assets and concluding the administration process.

Alternative protein start-up Mottainai Food Tech has officially opened a pilot-scale manufacturing facility and R&D lab in Singapore — the first in Southeast Asia dedicated to solid-state fermentation of upcycled, plant-based proteins. The facility, located in Jalan Besut in Jurong, was officially opened by the senior minister of state, Janil Puthucheary, and represents a major milestone in the region’s push toward circular food solutions. At full capacity, the site is designed to upcycle approximately 100 tonnes of food manufacturing by-products annually, such as okara, a soy-based pulp commonly discarded after tofu and soymilk production. This pilot-scale operation alone has the potential to address around 1% of Singapore’s okara waste, highlighting how small-scale innovation can drive measurable environmental and economic impact. "This facility exemplifies how science and sustainability can converge to reshape the future of food," said Monttainai Food Tech via a post on Linkedin. "By transforming what would otherwise be waste into high-value, nutritious ingredients, we are building a new model for food production that is both responsible and resilient." To commemorate the launch, guests were treated to a menu curated by culinary partner The Plattering Co, featuring dishes crafted with Jiro Meat, Monttainai’s signature fermented plant-based protein. Jiro Meat is created using okara by-products fed to micro-organisms during solid state fermentation, transforming a waste product into something that is high in fibre, low in saturated fat and with the taste of other plant-based meat alternatives. Speaking at the event, Puthucheary said: “This facility is a great example of food waste valorisation and truly embodies the Japanese philosophy of 'Mottainai,' or 'wasting not,' by turning what some view as waste into valuable food resources”. In 2024, Singapore recycled around 138,000 tonnes, or 18%, of its total food waste, much of which would otherwise be incinerated or landfilled. Initiatives like Mottainai’s are vital to accelerating that momentum, advancing national sustainability goals while unlocking new pathways for food innovation. “I am heartened to see entrepreneurs like Mottainai develop new ways to close the food waste resource loop,” Puthucheary added. As Singapore continues to position itself as a leader in agri-food technology and circular economy solutions, Mottainai’s launch underscores the role of start-ups in shaping the future of sustainable food production in Asia and beyond. Top image: © Mottainai Food Tech via Linkedin

The demand for high-protein products continues to rise – by 2030, the global protein supplements market is projected to reach $10.8 billion. But many plant-based F&B products in this space are not meeting their potential, DSM-Firmenich's senior director of new business development for plant-based, Melanie Luangrath, believes. In this opinion piece, she highlights the opportunity for brands to enhance every aspect of the full consumer experience. There’s never been a more exciting time to be in active nutrition. Demand for protein-fortified beverages and bars is booming – fuelled by a convergence of athletes, busy professionals and everyday consumers all looking for convenient, nutritious and plant-based options. Yet, despite this momentum, many products are still missing the mark. Taste, texture, transparency While the category continues to evolve, the experience for consumers hasn’t always kept up. Too many plant-based protein drinks are still chalky. Too many bars are gritty or dry. And too many labels, despite best efforts, feel crowded and confusing. Consumers may buy once, but that doesn’t guarantee they’ll come back.   We know the demand is there. At DSM-Firmenich, our research shows that 44% of global consumers consider protein intake important to their nutrition, and 41% have increased their protein intake in the past year alone. Protein fortification is no longer niche, it’s part of the daily conversation. But for all its momentum, the space is at a crossroads. We need to shift from just delivering on function to delivering on full sensory, nutritional and emotional value. That’s where taste, texture and transparency come in. Beyond grams of protein per portion A high protein content alone is not enough. Consumers expect more. More indulgence, more label clarity, more alignment with their values. Taste fatigue is real. In North America and Europe, over 40% of consumers say they can’t find protein products in flavors they actually like. Even with a solid nutrition label, if a shake feels powdery or a bar tastes dense or dry, repeat purchase rates fall flat. Success doesn’t come from the highest grams of protein on the label, it comes from how well the product delivers on its promise of wellness and indulgence. This becomes even more complex when working with plant proteins. Unlike dairy-based options, many plant proteins carry off-notes – bitter, beany, or earthy – and may require blending multiple plant-based proteins to deliver a complete amino acid profile. That often means longer ingredient lists, tougher formulation challenges and a higher risk of sensory failure. Texture plays a huge role here. A good mouthfeel helps round out flavour and make functional ingredients more palatable. Poor texture, on the other hand, can amplify unpleasant tastes and leave consumers disappointed. We often say that the first bite (or sip) gets the sale, but the second drives loyalty. And without loyalty, brands can’t build momentum. Multifunctional ingredients for friendlier labels At the same time, consumer expectations are rapidly evolving. 'Better-for-you,' which has traditionally meant products offering improved nutritional value such as added fibre, reduced sugar and lower fat, is evolving to also mean better for the planet. Along with reduced sugar and less fat, shoppers want clean label, GMO-free, solvent-free products that are free from major allergens – with sustainability claims that are scientifically substantiated. They want transparency, traceability and a sense of trust. Protein is no longer just functional; it’s ethical. At DSM-Firmenich, we believe the future of plant-based protein lies in multi-functional solutions – ingredients that deliver nutrition, sensory quality and sustainability all in one. We also understand that flavour masking is an essential tool, especially when working with products made with plant-based proteins. From niche to mainstream wellness Perhaps the biggest shift we’ve seen in protein fortification in recent years is its audience. What was once a niche category for high-performance athletes has become mainstream. Functional bars and drinks serve the time-poor professional, the casual gym-goer, the parent on-the-go, and everyone else. With that broadening comes segmentation and pressure. Brands must now cater to other segments as well, such as keto fans, low-sugar seekers, GLP-1 users and flexitarians alike. "The future of active nutrition won’t be won by whoever gets there first – but by whoever gets it right."   This is especially visible in the bar segment, where innovation has surged. Multi-layered bars, filled centres, crispies and puffs are mimicking indulgent snacks. Functional benefits – from digestive health to stress support – are layered on top. It’s not just a protein bar anymore. It’s a format for targeted wellness.   But with this innovation comes complexity. One wrong move, and you end up with a product that ticks all the boxes on paper, but leaves consumers unimpressed. Collaboration is key to cracking the code Ultimately, building active nutrition products with great sensory properties isn’t a solo endeavor – especially when plant-based proteins are involved. It requires partnership between developers, nutritionists, flavourists and technical experts. Ingredient suppliers should work alongside brands as strategic collaborators, bringing the ingredients, formulation insight, flavour science and application support that helps them push through the toughest development challenges.   Because the future of active nutrition won’t be won by whoever gets there first – but by whoever gets it right. That means prioritising the full consumer experience: how a product tastes, how it feels, how it's made and how it fits into a bigger lifestyle.   The plant-based boom is here to stay. But it’s time we moved beyond 'good enough' and started delivering plant-based protein products that people love – not just once, but again and again.