The European Commission has put forward a new proposal to restrict the use of certain meat-related words for labelling and marketing plant-based meat alternatives. The proposal states that ‘meat’ means ‘exclusively the edible parts of an animal,’ and puts forward a list of 29 words that should be ‘reserved for products derived exclusively from meat at all stages of marketing’. These include specific species-related names like ‘chicken,’ ‘beef,’ ‘pork’ and ‘lamb,’ as well as descriptive words such as ‘chop,’ ‘wing,’ ‘drumstick’ and ‘ribs’. It claims that this is intended to help consumers make informed decisions and enhance transparency in the market with regards to food composition and nutritional content. The proposal states: “The Union livestock sector is particularly vulnerable to various shocks and global competition and it is required to meet high production standards that are not always rewarded by the market”. “In this context, it is necessary to acknowledge the natural composition of meat and meat products, in the interest of both Union producers and consumers. Meat-related terms often carry cultural and historical significance.” This latest proposal comes against a backdrop of increasing scrutiny over plant-based product labelling, with several countries in Europe attempting to put stricter legislation in place restricting the use of meat and dairy-related terms on plant-based products over the last few years. In May, the Federal Supreme Court of Switzerland ruled that the names of animal species, such as ‘chicken,’ could not be used to label plant-based alternative products in the country – though generic words like ‘steak’ and ‘fillet’ were allowed, as they are not tied to a specific animal. This followed the annullment of two separate decrees in January by France’s Council of State , which would have seen businesses face fines of up to €7,500 for using meat-related names to label plant-based products sold exclusively in the country. The European Court of Justice (ECJ) was consulted by the Council of State with regards to the legality of the proposed ban, with the ECJ stating that EU law already provides sufficient regulations to protect consumers, and that the additional rules proposed in the decree could not be permitted in any member state. The European Vegetarian Union (EVU) commented on the latest proposal: “The ECJ stated that current legislation is sufficient to ensure consumer protection and transparency. This has also been stated by the European Commission on several occasions.” “We are surprised to see the Commission change its views and priorities in such an unexpected manner. With all the real issues currently faced by European agriculture, there are surely more important policies to focus on.” According to a 2020 study by the European Consumer Organisation, only one in five (20%) of consumers think the use of ‘meaty’ names should not be allowed on vegetarian and vegan products, with the use of such terms shown to offer useful guidance to consumers on how to integrate these products into a meal – provided they are clearly labelled as vegetarian/vegan and not misled with regards to nutritional quality. Jasmijn de Boo, global CEO at ProVeg International, described the proposal as a " waste of the European Commission’s valuable time and resources." She added: " The European Commission and individual governments should focus, instead, on actively promoting climate-friendly, plant-based food to consumers. In particular, comprehensive Action Plans for Plant-Based Foods, as pioneered by Denmark, should be developed and implemented in other EU member states and at EU level to help create a future food system that is healthy, tasty and sustainable.” Rafael Pinto, senior policy manager at the EVU, said that “abundant data” from several EU countries shows consumers are not confused due to use of such terms, and “are not buying plant-based products by accident”. “This proposal has nothing to do with consumer protection and transparency,” he continued. “Europe cannot set itself the priority to reduce bureaucracy, red tape and increase competitiveness on Mondays and Tuesdays, and then come up with completely unnecessary proposals on Wednesdays and Thursdays.” He highlighted that the proposal goes “completely against the agenda of the European Commission and the priorities of European citizens,” with the Commission having committed to developing a protein diversification plan earlier in the year to support the growing role of plant-based foods. “We cannot set food security and climate change as priorities and then hinder the development of key solutions,” Pinto said. “We cannot call for innovation in agriculture and new revenues for farmers, and restrict important opportunities in the plant-based sector… We call on the college of Commissioners and President Ursula von der Leyen to step up and abandon this non-sense.”

Oatly has launched a new Matcha Latte Oat Drink into UK retail, responding to the increased popularity of the trendy green tea with British consumers. Matcha is a green, fine powder made from shade-grown tea leaves, originating in East Asia and now widely trending in the West, particularly popular with health-conscious consumers. Oatly said its flavour innovation has launched in response to changing behaviours surrounding cold drinks and coffee culture, tailored with the ‘matcha-curious’ in mind. The drink features the signature green matcha colour, with a sweet green tea taste and a hint of vanilla. It is made using Oatly’s signature oat milk base and finely ground Tencha matcha. The drink is best served cold over ice but can also be enjoyed warm. Now available at Sainsbury’s and Morrisons stores, it has launched in a 1L chilled, RTD carton format for convenience. It will also be listed on Ocado from 13 August.

Sweet Freedom has unveiled its new limited-edition Pistachio Syrup, responding to a notable surge in consumer interest in pistachio-flavoured products. The introduction of this syrup aligns with the growing trend, which has seen a 15% increase in demand for pistachio flavours across the UK over the past two years. The launch follows a consumer engagement initiative earlier this year, where Sweet Freedom invited customers to submit and vote on their ideal syrup flavours. The pistachio flavour emerged as the top choice, reflecting its rising popularity in various culinary applications, from coffee beverages to desserts. Deborah Pyner, co-founder of Sweet Freedom, noted the significance of customer involvement in the product's development. “Pistachio is such a huge trend right now, and it was amazing to see how passionate our community was during the vote,” she said. The new syrup is crafted with 100% natural ingredients and is free from artificial sweeteners, refined sugars and preservatives, catering to health-conscious consumers. The pistachio syrup is designed to be versatile, suitable for a range of uses including drizzling over desserts, mixing into lattes or incorporating into baked goods. It is low in calories and high in fibre, appealing to consumers looking for indulgent yet guilt-free options. Sweet Freedom’s commitment to sustainability is reflected in its product offerings, which are made from plant-based ingredients and produced in the UK. The limited-edition Pistachio Syrup is available for a recommended retail price of £3.40 and can be purchased as part of a bundle alongside other Sweet Freedom products. Wholesale options are also available.

Aldi Switzerland has launched a new chicken fillet alternative made with naturally fermented mycoprotein from Libre Foods, the B2B food ingredient unit of Swiss food producer Planetary. The fillet has launched under Aldi’s MyVay brand, available in 242 stores across Switzerland since 7 July at recommended retail price parity with chicken fillet. This marks a breakthrough in the industry’s efforts to provide affordable and sustainable protein alternatives that can compete with traditional animal-based varieties. The MyVay Gourmet Filet product is minimally processed, containing just four natural ingredients and offering a good source of protein and fibre while being low in saturated fats. Planetary is celebrating the launch as the first milestone in its B2B ingredient sales scale-up journey since it integrated Libre Foods’ assets as its dedicated B2B food ingredient business unit. David Brandes, CEO of Planetary, said: “With Aldi, amongst other customers selecting our naturally fermented mycoprotein, we are proving sustainable proteins can match the price and experience of animal-based protein”. “As the only viable industrial mycoprotein producer in continental Europe, we’re showing that fermentation at industrial scale can deliver affordable, scalable alternatives today.” Planetary’s industrial capacity expansion strategy places its fermentation platform, BioBlocks, at the centre of its future growth. The company is rolling out the licensing of the technology across the agricultural industry to enable the conversion of feedstock into higher value mycoprotein ingredients. To support its industrial scale-up, Planetary secured a CHF 1.8 million (approx. $2.2 million) grant from Innosuisse, Switzerland’s innovation agency, under its Startup Innovation Project grant scheme. This, in addition to previous funding raised by the company, will help maximise production at its site in Aarberg, Switzerland.

Roquette has expanded its Nutralys portfolio with two new solutions, a textured wheat protein and a textured pea protein. The launch marks the company's entry into textured wheat, with both solutions designed to help manufacturers meet growing demand for nutritious, affordable and sutainable proteins. Nutralys T Wheat 600L, the group’s first-ever textured wheat protein, has been developed in response to evolving consumer preferences for fibrous, chicken-style meat alternatives. It features extended, meat-like fibres said to provide the authentic chewiness and tenderness crucial for mimicking the texture of real chicken. Its naturally light colour enhances visual appeal, reducing the need for additional processing or colouring and simplifying production. The solution has over 60% protein content, supporting the development of high-protein products. Additionally, it is compatible with a broad range of equipment and supports high yield potential according to Roquette, resulting in more cost-effective processing compared to high-moisture extrusion. At a time when ingredient transparency and responsible sourcing are key priorities, Roquette emphasised that the wheat is sustainably sourced in Europe, ensuring a reliable supply chain. The new pea solution, Nutralys T Pea 700XC, is designed for ‘heartier applications,’ Roquette said in a press release. The solution is a large-chunk textured pea protein with 70% protein content and good thermal resistance. It is ideal for plant-based ready meals, sauces and traditional recipe such as goulash or bourguignon. According to Roquette, it retains its bite, juiciness and appearance after cooking or reheating, and requires minimal hydration. It also does not rely on restructuring, helping simplify formulations and shorten ingredients lists.   Catherine Touffu, head of global proteins extrusion business line at Roquette, said: “These latest innovations reflect our continued commitment to supporting partners as they cook up new possibilities in plant-based and hybrid meat”. “They reflect our strategy to go beyond imitation and deliver the building blocks for next-generation food experiences. As market expectations evolve, we will continue to bring more functional ingredients to the table, alongside fresh insights, seasoned expertise, and a shared vision to move the alternative protein space forward.” The new solutions join existing options in Roquette’s Nutralys plant protein portfolio, which also includes proteins from rice and fava bean.

In this instalment of Start-up spotlight, we speak to High Time Foods – an India-based developer of shelf-stable plant-based protein mixes for food manufacturers and foodservice providers. The company's co-founders, Aakash Shah and Damian Felchlin, tell us more. Could you tell us a bit about your journey and what inspired you to launch High Time Foods? Aakash (co-founder and CEO) grew up in Chennai, worked in sales at Zomato and later launched and exited ghost kitchen brands before moving to Boston. Damian (co-founder and COO) is originally from Switzerland and began a career in finance before working for one of the largest privately owned food importers in the US and later serving as a trade commissioner for the Swiss government, helping Swiss food companies expand into North America. We met during our full-time MBA at Babson College, the world’s top-ranked programme for entrepreneurship, and bonded over a shared passion for building sustainable food solutions. It was clear to us that the global meat industry is too resource-intensive to sustainably feed a growing population. Producing meat requires vast amounts of land and water, and emits significantly more CO₂ than plant-based alternatives – u p to 80% more. At the same time, billions of people still lack access to sufficient daily protein. For us, it was clear: it's high time to focus on affordable, shelf-stable plant-based proteins that are sustainable, nutritious and accessible. What made you choose to focus on plant-based protein as a B2B ingredient solution for foodservice and manufacturers? With our backgrounds in food distribution and kitchen operations, the foodservice channel was a natural starting point. We saw firsthand that chefs and manufacturers needed ingredient solutions that were flexible, scalable and didn’t rely on cold storage. High Time Foods was built to meet that need – providing clean label, shelf-stable plant-based proteins that can be used just like minced meat, without the need for specialised equipment or refrigeration. What are the benefits of your shelf-stable product? How can it address common challenges for foodservice businesses? Refrigerated and frozen foods come with major limitations, from complex cold chains to high energy costs and food waste. Our shelf-stable proteins are ambient, lightweight and transport-friendly, cutting logistics costs and reducing CO₂ emissions. They rehydrate in minutes, require no refrigeration and offer a long shelf life – solving key pain points for foodservice operators, especially in regions with limited cold chain infrastructure. Which technologies and plant-based ingredients are key to your solutions? Why were they chosen and what benefits can they provide? We use familiar, widely available crops like peas, soy, and wheat, processed through extrusion technology to deliver a meaty, fibrous texture. In our case, it allows us to create high-protein, shelf-stable formats that hydrate quickly, carry flavour well and adapt to a wide variety of culinary applications. What have been some of the key challenges involved in formulating a non-refrigerated plant-based protein ingredient? How have you navigated these? Every food product is a balance between taste, price and scalability. We’re obsessive about delivering great flavour and texture – but we also know affordability is critical, especially in emerging markets. Developing a product that hits all three without additives or artificial preservatives took extensive iteration and constant feedback from chefs and partners. That feedback loop helped us get to a product that is now ready for scale. How have you seen the alternative proteins market evolve in recent years? The first wave of alternative proteins focused on meat mimicry – often with long ingredient lists, high prices and mixed consumer reception. We believe the next wave is about functionality, affordability and versatility. Operators and consumers alike want plant-based options that are clean, tasty and operationally efficient. That’s the space we’re focused on. Could you tell us a bit about your R&D process and some of the insights that have influenced your product development? It's simple: we start with the customer. We talk to chefs, operators and manufacturers daily – listening to their needs, testing new ideas quickly and adapting based on real-world use. As a lean start-up, we’re able to innovate and iterate faster than most large food companies. One insight that shaped our format was that chefs didn’t want a finished plant-based dish – they wanted a protein base they could customise and make their own. Are there any notable market trends and consumer demands that your solution can tap into? Absolutely. In regions like South Asia and West Africa, protein deficiency remains a major challenge, while a rising middle class is seeking more protein-rich, affordable and convenient meal options. Our shelf-stable protein is uniquely positioned to meet that demand – offering a sustainable and scalable solution in markets that often lack cold chain infrastructure. What has been High Time Foods’ biggest achievement to date? Some might point to our acceptance into the Techstars Boston accelerator or raising our seed round from Avaana Capital, a $135M Mumbai-based venture fund – and those milestones certainly matter. But for us, the real achievement lies in the day-to-day: getting our hands dirty, asking the right questions and working closely with chefs and customers to solve real problems. That’s how we stay grounded in our mission – building practical solutions that serve both the planet and its people. What’s next for the company? Any big plans on the horizon? We’re growing quickly since closing our seed round. We're currently hiring across our Mumbai office and actively expanding into new markets. We recently launched with Vasanta Bhavan, a 20-location vegetarian restaurant chain in South India, and are preparing to launch in West Africa. These milestones are just the beginning – they show the global appetite for shelf-stable, sustainable protein solutions is real. For aspiring start-ups in the plant-based food and beverage industry, what valuable advice or insights would you share to help them navigate the challenges and opportunities in this dynamic sector? Before scaling, get close to your customers – not just once, but continuously. Iterate based on their feedback, and don’t assume your first version is the final one. Flexibility, humility and speed are your biggest advantages early on. Focus on solving real problems, not just following trends.

The UK government has launched a new food strategy aimed at transforming the nation's food system, addressing critical issues such as rising obesity rates, food insecurity and environmental sustainability. The strategy, dubbed the 'Good Food Cycle,' outlines ten priority outcomes designed to foster a healthier, more resilient and economically viable food sector. Minister of State for Food Security, Daniel Zeichner, highlighted the importance of food security as a matter of national security, stating: "We need a resilient food system that can weather any storm while ensuring families across the country can access affordable, healthy food". He continued: "The Good Food Cycle represents a major milestone. We are actively defining the outcomes we want from our food system to deliver a whole system change that will help the amazing businesses that feed our nation to grow and thrive, which means more jobs and stronger local economies, while making it easier for families to eat and feel better." The Good Food Cycle framework highlights several key outcomes, including: Improved food environment:  Enhancing the availability of healthier and environmentally sustainable food options. Access to healthy food: Ensuring all citizens have access to safe, affordable and appealing food choices. Sustainable growth:  Creating conditions for the food sector to thrive through innovation and fair supply chains. The food and drink sector is the UK's largest manufacturing industry, generating £153 billion in gross value added and employing 4.2 million people. The strategy aims to plug a £14 billion productivity gap in food and drink manufacturing through increased digitalisation and innovation, particularly in agri-tech and alternative proteins. Sarah Bradbury, CEO at IGD, noted the collaborative approach taken in developing the strategy, stating: "Their insights have directly shaped the Good Food Cycle’s ambition to build a food system that works for everyone. A powerful example of what can be achieved through collaboration." The strategy has garnered support from various industry leaders. Andrew Opie, director of food & sustainability at the British Retail Consortium, remarked: "Retailers welcome the ambition and direction of the framework. They know customers want more British food, sustainably produced and with clear healthy choices." Dalton Philips, CEO of Greencore, described the strategy as "a bold and timely step toward a healthier, fairer and more sustainable food system," highlighting the importance of collaboration among industry, government and communities. Organisations such as the Good Food Institute (GFI) Europe have welcomed the strategy, advocating for targeted investments in alternative proteins to drive economic growth and enhance food security. The strategy acknowledges the potential of plant-based foods and precision fermentation technologies in creating a more sustainable food system. Linus Pardoe, senior UK policy manager at GFI Europe, commented: “Increasing the take-up of options like plant-based meat, which can provide people with a simple switch to reduce our current overconsumption of processed meat, is an excellent way of making the sustainable and healthy choice the default option for consumers". “The food strategy represents a unique opportunity to capitalise on the expertise that has been developed in the UK over the last decade, and develop ambitious plans to unlock alternative proteins' potential to deliver food security, drive green growth and create new opportunities for food producers.” The development of the food strategy involved extensive consultation with over 400 stakeholders from various sectors, including farmers, businesses and civil society. This collaborative approach aims to ensure that the voices of those directly impacted by food policy are heard, fostering a sense of shared responsibility and commitment to the strategy's goals. The government acknowledges that transforming the food system is a long-term project requiring coordinated efforts across various sectors. The strategy will be supported by a robust framework of metrics and indicators to measure progress and inform future policy decisions.

Ozzi, a new wellness brand based in the US, has introduced its first product: a natural drink designed to provide an alternative to GLP-1 medications, formulated to support evening appetite control and reduce stress-related snacking. The plant-based formula contains 500mg of konjac root, 8g of allulose, African mango extract, Chromax chromium picolinate, and l-lysine butyrate ingredient BioMend. It is available in a stick format, enabling consumers to simply dissolve the powder mixture into water. These ingredients are blended into a functional beverage designed for consumption around 8pm. The product is caffeine-free, making it suitable for night-time use without disrupting sleep. Three flavours are available as part of the product line: watermelon, lychee and grape. The allulose has been included to boost GLP-1 production and helps to sweeten the beverage without sugar, while mango extract is thought to support metabolism and curb appetite. Chromax also supports metabolism while aiding blood sugar balance and protecting muscle tissue, and BioMend can support GLP-1 release and enhance fullness signals. Konjac root also promotes fullness – the natural fibre expands in the stomach and can absorb up to 50 times its weight in water. Founder Brandon Kuipers said the idea originated from his own personal experiences with evening stress eating: “I wanted something that would help me pause before reaching for snacks at night, something I could rely on without going the pharmaceutical route”. After experimenting with natural ingredients and receiving feedback from early testers, the formula was finalised and moved into small-batch production. According to Ozzi, customer testing played a key role in validating the product’s appeal. The company hopes to address the unmet needs of busy professionals who experience cravings tied to long working days and high stress levels. The drink aims to promote habit-building by targeting appetite control after hours, without the need for stimulants or prescription medication. It is now available via Ozzi’s website to US consumers, with all purchases including guidance for use as part of a broader evening routine.

US-based hummus brand Little Sesame has successfully closed an $8.5m Series A funding round, led by InvestEco Capital. Founded in New York in 2016 by Nick Wiseman and Ronen Tenne, Little Sesame’s range of organic fresh hummus products are available in nearly 3,000 stores across the US including Sprouts, Whole Foods Market and Erewhon. The brand said it will use the Series A financing to significantly expand its manufacturing capabilities, product development and talent acquisition. In addition to InvestEco, the round saw participation from Watchfire Ventures, Santatera Capital, Beliade Consumer Partners and other CPG investors. With the funds, Little Sesame plans to open a new 23,000-square-foot manufacturing site by the end of 2025. This will include a test kitchen for product innovation and in-house high-pressure processing capabilities. The new facility will increase production capabilities by 400%, enabling Little Sesame to produce up to 400,000lbs of hummus each week. The added capacity will also help scale partnerships with regenerative chickpea farmers, supporting the company’s goal of transitioning 10,000 acres to regenerative management by 2027. Additionally, Little Sesame’s investment in product innovation will support the development of new healthy snacking options, including an expansion of its Hummus for Kids line. Nick Wiseman, CEO and co-founder of Little Sesame, said: “always believed in the power of hummus to connect people and bring joy to everyday eating. With this investment, we’ll be able to amplify that mission through expanded innovation, team growth, and a new world-class facility that brings our culinary vision to life at scale.” Little Sesame has seen year-over-year growth surpassing 100%, contributing 46% of category growth at Whole Foods Market and expanding into over 1,000 new retail stores in 2024.

Steakholder Foods, an innovator in alternative protein production and 3D-printing technologies, has announced the commercial roll-out of its first plant-based fish products, including white fish kebabs and salmon patties, now available at select vegan speciality stores across Israel. These products are marketed under the brand name Green Future (Atid Yarok) and are produced in partnership with Bondor Foods. The introduction of these items follows an earlier pilot phase and marks a significant milestone for Steakholder Foods as it transitions from product development to commercial sales. According to Steakholder CEO Arik Kaufman, this launch exemplifies the capability of their business-to-business partners to deliver innovative seafood alternatives to consumers, leveraging the company’s proprietary premixes. This rollout is part of a broader strategy initiated with a purchase order announced in September 2024, which represents Steakholder’s first complete product-cycle revenue stream – from the supply of premixes to retail sales. The company specialises in developing high-quality, 3D-printed food products that mimic the textures and flavours of traditional seafood, offering manufacturers a sustainable alternative to conventional meat and seafood production. Steakholder Foods was founded in 2019 and has quickly positioned itself as a leader in the alternative protein sector, focusing on creating products that meet consumer demands for taste, texture and sustainability. The company is also exploring advancements in cultivated cell technology, which could further enhance its product offerings in the future. Bondor Foods, the manufacturing partner for these new products, provides a range of ready-to-eat vegan and vegetarian options primarily to the institutional market, including hotels and restaurants. The collaboration is expected to expand the availability of plant-based seafood alternatives in various retail and food service channels.

US milk alternative brand Malk Organics has expanded its shelf-stable line-up with the launch of a new Vanilla Almond SKU. Aligning with the same clean label and organic focus as the rest of the brand’s products, the new Vanilla Almond drink contains just four ingredients – filtered water, organic almonds, pure organic vanilla extract made from vanilla beans, and Himalayan pink salt. It joins existing options in the Malk Organics shelf-stable range, such as Unsweetened Almond and Original Oat. The product is available now at Whole Foods Market and via Amazon in six-packs. The launch follows the addition of Unsweetened Organic Coconut and Unsweetened Organic Soy to the brand’s portfolio earlier this year.

An independent consumer acceptance study commissioned by NoPalm Ingredients has found that yeast oil is significantly more liked than palm oil as an ingredient in Germany and France. NoPalm Ingredients, founded in 2021 and headquartered in the Netherlands, produces sustainable oils and fats from fermentation using upcycled agri-food side streams. The consumer acceptance study involved 1,350 respondents across Germany, France and the Netherlands. It assessed how yeast oil as an alternative ingredient influences consumer acceptance, specifically in terms of product appeal, purchase intent and ingredient list liking. The study found that consumers viewed yeast oil as ‘both healthier and more environmentally friendly’ than palm oil, meeting the action standard for product appeal and purchase intent when used as a fat alternative in margarine. Julie Cortal, head of business development at NoPalm Ingredients, said: “This is an important milestone for both NoPalm Ingredients and the alternative fats industry”. “For the first time, we have robust, independent data showing that brands can switch to yeast oil without losing consumer acceptance or purchase intent. That unlocks a critical path to market entry and scalable adoption for an entirely new category of sustainable oils.” Margarine was chosen as the test product due to its high oil content and daily household use, making it a high-exposure application and strong indicator for broader market applicability, NoPalm Ingredients noted. The study also provided insights to support regulatory frameworks, particularly around product labelling. When shown back-of-pack, all yeast labelling options met the action standard, performing at least on par with the current label for product appeal and purchase intention with 95% level of confidence. In both Germany and France, labelling options that included the word ‘yeast’ outperformed those that did not, making them the preferred choice among consumers. The phrase ‘oil of yeast origin’ provided to be clearer or more accessible than technical or abstract alternatives, such as labels referencing specific yeast strains. Leoniek Robroch, regulatory affairs manager at NoPalm Ingredients, said: "Clear consumer labelling is not only a commercial advantage, but also a regulatory requirement. Our data shows that ‘yeast oil’ is both well-understood and accepted by consumers. It has potential to be recognised as a customary name under EU regulations, an important step toward compliant and scalable market access.” While overall consumer awareness of yeast oil remains limited (10-20% across all countries surveyed), this was not found to negatively impact acceptance. When the benefits of yeast oil were communicated at the end of the survey, liking as a palm oil replacement increased significantly. NoPalm Ingredients highlighted the study’s opportunity to provide early-stage validation to food brands reformulating towards more sustainable fats, offering a de-risked pathway and clear guidance on labelling strategies across key European markets.