Accelerate the time to market for your novel food ingredients and products with trusted human safety testing. Consumers worldwide are seeking healthier and more sustainable food options in response to rising health concerns like obesity, diabetes and chronic disease. With this shift comes a greater demand for sugar reduction, clean-label ingredients and functional foods that support long-term wellness. To meet these growing expectations, food and ingredient manufacturers are embracing innovation, while upholding the highest standards of safety, quality and regulatory compliance. Finding the right lab, with a strong reputation to support and meet the regulatory requirements to get to market efficiently, has never been more critical. These challenges require an experienced scientific and regulatory partner. Labcorp partners with global developers and manufacturers to help bring novel food products to market by offering quality and comprehensive human safety testing of all tiers within physical chemistry, metabolism and toxicology. With deep scientific know-how and a global regulatory perspective, we support food innovation that’s grounded in safety, efficiency and consumer trust.  Science that powers smarter, safer ingredients  At Labcorp, our mission is to improve health and improve lives. In the novel food space, that means helping you turn new ingredients or methods and technologies into safe, science-backed products that promote better nutrition and public health. Whether you're developing a new novel sweetener, flavour enhancer, plant-based protein, enzyme or fermented compound, Labcorp provides the scientific and regulatory support to guide your product from it’s earliest stages of development through regulatory submissions. Comprehensive support for novel food development  Labcorp offers testing solutions tailored to the unique challenges of novel food innovation, from early-stage ingredient characterisation to global regulatory strategy optimization. Our full suite of services includes:  Toxicology testing Evaluate safety and tolerability with in vitro and in vivo studies, including genotoxicity, subchronic toxicity, and reproductive/developmental toxicity. Metabolism testing   Analyse the safety of your ingredient and product with in vitro and in vivo ADME studies like digestibility and toxicokinetics.  Analytical chemistry and bioanalysis   Characterise ingredients, assess stability and quantify bioavailability with advanced analytical methods.  Regulatory required in vivo and in vitro  models and New Approach Methods (NAMs) options Leverage models that simulate human digestion, absorption and metabolism to support claims of safety and utilise in vitro alternatives where possible to gain strong data and insights.  Tailored study design   Optimise studies that align with your product’s intended use, target population and regulatory requirements.  End-to-end programme management   From early development through regulatory submission, our integrated teams help streamline timelines and reduce risk. Regulatory consulting support services Leverage our regulatory support services for FDA GRAS-mandated scientific work, including peer-reviewed journal or publication preparation, privacy compliance with redactions, manuscript support and more. Find out more about human safety testing requirements to gain regulatory approvals for your novel food, food additive or food improvement agent by visiting us here .

Online supermarket Wolt Market Denmark has become the first supermarket outside of the Netherlands to adopt the ‘Protein Tracker,’ a tool developed by ProVeg Netherlands and the Green Protein Alliance to track plant-based food sales. The tool measures the volume of protein from animal and plant-based products – the ‘protein split’. Through this understanding, it aims to accelerate progress toward a healthier balance and the increased uptake of plant-based food products. ProVeg and the Green Protein Alliance developed it in collaboration with Dutch supermarkets, environmental organisation Natuur&Milieu, and think tank the Questionmark Foundation. According to ProVeg, a total of 85% of the retail sector in the Netherlands now measures and publicly discloses the share of protein sales from plant-based and animal-based sources. Following its success in the Netherlands, the Vegetarian Society of Denmark invited Anke van ‘t Klooster, protein transition expert at the Green Protein Alliance, to Denmark to share the Protein Tracker with Danish supermarkets. Jasmijn de Boo, global CEO of ProVeg International, said: “Wolt joins a growing number of supermarkets now tracking their plant-based protein food sales through the Protein Tracker”. “It is a fantastic tool to set targets and make real progress in moving closer towards the recommendations of the Eat Lancet Commission’s Planetary Health Diet.” The science-based Planetary Health Diet from the Eat Lancet Commission aims to provide a guideline for healthy and sustainable eating that benefits both people and the planet. It emphasises heavily on ‘plant-forward’ eating, focusing on whole grains, fruits, vegetables, nuts and legumes. Martin Rouchmann, category manager at Wolt, said: “We see the Protein Tracker as a vital tool to ensure our company sells more plant-based foods, thereby driving the transition towards healthier and more sustainable diets”.

The premier trade show by Informa Markets in India brings together leading experts from the food and nutrition ecosystem.   Informa Markets in India is set to host the 19th edition of Fi India, the country’s most comprehensive B2B event for food and beverage from 3-5 September 2025 at India Expo Mart (IEML), Greater Noida, Delhi NCR. Co-located with ProPak India, the leading packaging event, Fi India 2025 promises to bring together global and Indian food professionals to network, innovate and shape the future of food. With a show floor spanning 30,000-square-metres, the upcoming edition will host over 250 exhibiting companies, welcome more than 15,000 attendees from more than 50 countries, and represent over 1,200 brands across the ingredients, processing and packaging spectrum. The event continues to serve as a powerful catalyst for sourcing, innovation and investment in one of the world’s fastest-growing F&B markets. The exhibitor categories will span the full breadth of the industry – from speciality ingredients, functional ingredients stabilizers and thickeners, binders, texturizers, flavours and fragrance, spices, starches and gur gums, plant-based proteins, soy products to dietary supplements, nutraceuticals, and functional additives and natural ingredients. They will cater to a host of professionals from R&D, procurement, QA, marketing, retail and food technology functions are encouraged to attend. The Indian food ingredients market, driven by rising demand for processed and premium foods, is projected to grow at a CAGR of 6.7%, with the specialty food ingredients segment alone expected to reach USD 8.3 billion by 2033. Key drivers include health-focused consumption, rising disposable incomes, and the increasing demand for clean-label and plant-based ingredients. From emulsifiers and proteins to exotic spices, nutraceuticals, enzymes and plant extracts – ingredient innovation is at the core of product differentiation and market competitiveness. Speaking about the 2025 edition, Yogesh Mudras, managing director of Informa Markets in India said: “Fi India 2025 arrives at a time of dynamic change in the industry. Over the years, Fi India has evolved into a business and knowledge platform for the entire food innovation value chain. As India’s consumers become more health-conscious and adventurous in their tastes, the demand for functional, clean-label and sustainable ingredients is transforming how food is sourced and produced. This edition of the show will offer unmatched access to trends, partnerships and thought leadership for stakeholders looking to scale in India and beyond.” This year, Fi India 2025 will include a wide range of immersive and content-rich features designed to bring professionals closer to breakthrough innovation: The Innovative Product Showcase will display cutting-edge launches, offering exhibitors a chance to gain exposure to potential buyers and investors. The Fund Quest session on day 3 – developed in partnership with CASMB and RampUp Advisory – returns to connect food start-ups with venture capitalists, family offices and angel investors, further energising India’s vibrant start-up ecosystem. Visitors can also look forward to live culinary demonstrations by celebrated chefs and food innovators, alongside an interactive conference programme featuring over 25 expert speakers across 10 sessions. Curated in collaboration with global research partner Mintel, the Global Trend Zone will present emerging insights into consumer behaviour, regulatory shifts and product innovation from around the world. The event will also highlight India's push toward sustainable sourcing, clean-label ingredients and food security. Meanwhile, the prestigious Fi India Awards will return to recognise exceptional contributions to the food and beverage ingredients industry – honouring innovation, excellence and leadership across business and product categories. With strong support from key industry associations including AFSTI -Delhi Chapter, CASMB, AIFPA, HADSA, IBA and SIB, Fi India 2025 is set to be its most strategic and impactful edition yet.

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).