From extra creamy soft serve to bite-sized snacking formats and new eating occasions, we take a look at what’s trending across the global plant-based ice cream market. The frozen dessert category for those avoiding dairy is no longer dominated by sorbet, as was once the case – over the last decade, the rise in demand for vegan and dairy-free options has seen numerous creamy plant-based pints, sticks and soft serve welcomed into the ice cream category, embraced by small artisan brands and major household names alike. Market data firm Mordor Intelligence values the global plant-based ice cream market at $1.83 billion in 2025, driven by dietary restrictions becoming more prevalent– in Canada, for example, approximately 59% of the population was identified as lactose intolerant in 2022 according to Mordor, driving demand for dairy-free alternatives. Additionally, many plant-based dairy alternatives contain less fat and are positioned as healthier options compared to those made with cow’s milk, attracting more health-conscious consumers. © Flora Professional Mara Llanera, chocolate and ice cream marketing manager at Cargill, said: “Dairy remains a staple in European diets, with most consumers enjoying it daily. However, there is a rising interest in plant-based and functional dairy alternatives, as health-conscious and sustainability-driven consumers seek options that align with their evolving preferences.” Reimagining indulgence With Kantar research showing that the leading reason for consumers purchasing ice cream is to enjoy an indulgent treat, efforts to improve ice cream products’ nutritional profile should be balanced with ensuring high-quality taste and texture is maintained to satisfy the everyday shopper’s sweet tooth. “For manufacturers, the challenge lies in striking the right balance between health, indulgence and cost-efficiency,” noted Cargill’s Llanera. “Developing dairy-free ice cream products requires overcoming significant formulation hurdles, particularly in replicating the creamy texture and rich mouthfeel of dairy without compromising on taste. Cargill serves as a co-creation partner, offering a broad portfolio of solutions, from oils and fats, sweeteners and functional systems that enhance mouthfeel in plant-based alternatives, to plant proteins that help create nutritionally balanced formulations.” Ice cream flavours and formats with a premium and luxury feel are on the rise as consumers seek satisfying and pleasurable eating experiences. Products that cater to demand for ‘multi sensorial’ experiences are gaining traction in this space – Unilever’s Magnum ice cream brand tapped into this trend last year with the launch of its vegan blueberry cookie ice cream sticks, featuring a blueberry sorbet core encased in dairy-free vanilla biscuit-flavoured ice cream and cookie biscuits. The brand has also recently reformulated its entire vegan range with a new soya-based recipe, said to offer a more ‘velvety’ texture. Cargill has observed this demand for elevated experiences, conjuring up concepts such as its ‘Frozen ChocoLuxe Decadence,’ featuring layers of chocolate ice cream, creamy mousse and a tangy blackcurrant twist for a rich, multi-textured experience. The company has also developed the ‘Reimagined Morning Ice Cream Bar,’ blending a crunchy granola-chocolate base with oat milk sorbet and mango curd, coated in dark cocoa and granola. © Cargill “As snacking culture grows and consumers embrace ice cream as an all-day indulgence, we expect to see more breakfast-inspired frozen treats and functional dairy alternatives, that cater to a variety of consumption moments,” Llanera said. Coconut and oat remain popular base options for manufacturers looking to capture the indulgent, rich and creamy mouthfeel afforded by traditional dairy ice cream. A new frozen dessert brand based in Canada, Kaiser, champions the oat in its line-up of vegan-friendly tubs and chocolate-dipped bars. The range is crafted using oat beverage, rather than powdered oats, to deliver a creamier texture and more ‘premium’ experience. It is available in classic favourite flavours such as mint chip and vanilla, as well as more indulgent and trending flavour combinations like cookies and cream, salted caramel and banana chocolate. Nostalgic snacks The broader food and beverage industry trend for nostalgic experiences and modern twists on classic flavours has made its way into the plant-based ice cream category, while Cargill’s Llanera observed that younger generations are also shifting toward snack-based consumption. A stand-out example of this, unveiled in July 2024, was frozen dessert brand GoodPop’s partnership with Kraft Heinz’s potato-based frozen food brand, Ore-Ida. The adventurous collaboration saw the launch of a limited-edition ‘Fudge n’ Vanilla French Fry Pop,’ featuring a frozen vanilla oat milk base in a rich, chocolate fudge shell rolled in real, crispy potato bits. This aimed to tap into US consumers’ preferences for the unique taste experience of dipping salty French fries into cold, sweet and creamy milkshakes. Daniel Goetz, CEO and co-founder of GoodPop, said that the brand’s goal is to elevate expectations for nostalgic favourites, adding: “At GoodPop, we love creating cleaned-up versions of classic treats. With this seasonal collaboration, we [hoped] to rekindle that childlike joy of summer, with a decidedly modern twist.” In the UK, Over The Moo – a brand that initially launched in Australia, offering dairy-free ice cream in tub format – has launched a bite-sized ice cream range offering a vegan take on the choc ice, a classic favourite that evokes feelings of childhood nostalgia for many. © Over The Moo The bite-sized ice cream snacks have launched in vanilla, caramel and, most recently, chocolate flavours. According to the brand, it leverages sustainably sourced coconuts from Indonesia and the Philippines to develop its coconut milk ice cream base, which is rich in beneficial manganese. Additionally, the inclusion of pea protein levels up nutrition while providing a non-allergenic alternative to whey. “Historically, there was an unwise bias towards functional soya, oat or almond milk,” Simon Goodman, founder of Over The Moo UK, told The Plant Base. He revealed that in late 2024, the brand made improvements to its range, enhancing it with an extra thick chocolate enrobing based on extensive client feedback. This enabled it to capture the “all important crackle as you bite, reminiscent of the classic choc ice yet infinitely better,” he enthused – additionally, extra insulation slowed down the products’ melt rate. A new flavour is in the works, slated for launch in Autumn 2025 – although Goodman is keeping the details under wraps for now. Health and sustainability Health factors into some shoppers’ decisions to go dairy-free – and while ice cream may be an indulgent treat, brands have noted the demand for better-for-you variants that still tick all the right boxes when it comes to enjoyable eating experiences. Cargill’s Llanera pointed out: “Many [consumers] are looking for clean label formulations with reduced sugar and saturated fats, as well as higher protein content, while still expecting the indulgence and texture of traditional dairy products.” Numerous recipe videos for the viral healthy dessert concept of ‘nice cream’ – a dairy-free, home-made alternative to ice cream in which frozen fruits, often bananas, are blended with additional ingredients like nut butters – have exploded in popularity on social media in recent years. And brands such as Halo Top and Arctic Zero appeal to consumers seeking low-calorie options, offering rich and sweet flavours like pistachio and salted caramel pecan while slashing the calorie content of traditional tubs. Responding to this demand, Italian ingredients provider Comprital introduced Pure Vegan last year – a line of three clean label vegan gelato bases developed using natural ingredients such as cane sugar and fibres including chicory, citrus and bamboo. The line is free from artificial flavours and includes three solutions. Pure Vegan PZ is a base designed to be flavoured with only sugar pastes, while Pure Vegan PG is crafted for flavouring with only fat pastes, and Pure Vegan Chocolate offers high percentages of chocolate powder and low-fat cocoa powder. © Comprital With environmental awareness also on the rise, Cargill’s Llanera expects sustainable indulgence to continue to drive product development. “Consumers are paying greater attention to the environmental impact of their food choices, leading to a surge in demand for more sustainable ingredient sourcing, including alternatives to traditional cocoa and nut-based products,” she explained. Cargill’s work in this area includes a partnership with Voyage Foods, a US start-up developing upcycled alternatives to products that face ‘uncertain futures’ due to their sourcing challenges – such as chocolate – as well as focusing on providing options that are free from common allergens. Voyage’s patented technology is based on gently roasted and processed raw materials, such as sunflower kernels and grape seeds. Llanera said this technology is “the backbone” of Cargill’s ‘Indulgence Redefined’ offering, which harnesses these innovations to create next-generation treats, such as a vegan ice cream stick coated in Voyage’s cocoa-free alternative to chocolate. Soft serve One hot (or cold) trend that has seen manufacturers whipping up innovation over the past couple of years is dairy-free soft serve. Soft serve is produced and stored at a higher temperature than ‘hard’ ice cream, with more air introduced during the freezing process to achieve its iconic light and creamy texture. Traditional dairy variants also typically contain less milk fat. It is widely available via the foodservice market, churned out by soft serve machines. Now, the industry has begun to embrace plant-based versions, which are becoming all the more adventurous – Swedish oat milk giant Oatly, which introduced its own oat-based soft serve to the UK foodservice sector in 2023, partnered with Pernod Ricard-owned spirit brand Malibu to develop a piña colada-flavoured alcoholic version last summer. The 1.5% ABV soft serve targeted Gen Z consumers, who may be more inclined to experiment with flavours. Beans and pulses have proven popular choices for the formulation of dairy-free soft serve mixes. Ingredients specialist Cosun showcased a plant-based soft serve concept at Food Ingredients Europe 2024, created using its Tendra protein, which is made from European-grown fava beans. © Flora Professional Pippa Vogel, application specialist at Cosun, said: “Neutral taste is essential when [formulating] soft serve ice cream, you want to avoid unpleasant mouthfeel and aftertaste. Tendra ensures a neutral-tasting soft serve. Also, stability of the soft serve mix is crucial – again, this is where Tendra makes the difference.” She explained that Tendra adds little viscosity to the soft serve pre-mix in comparison to some other plant proteins, enabling a good overrun and smooth mouthfeel. Flora Food Group’s Flora Professional, meanwhile, uses lentil protein to create the dairy-free soft serve mix it supplies to its foodservice customers. Liv Kitching, senior marketing manager at Flora Food Group, said that the mix works across all types of soft serve ice cream and gelato machines, so requires no operational changes. “It also has a higher melting resistance versus dairy-based soft serve, so it’ll last longer on those hot summer days,” she pointed out, adding that the lentil protein and coconut oil fat structure ensures the mix melts at a slower rate than dairy-based mixes. Top image: © Kaiser

British plant milk company Mighty Drinks has appointed administrators from Interpath this week, amid trading headwinds and funding challenges within the plant-based food and beverage category. The group, based in Leeds, UK, developed a range of vegan milk alternatives. It was established in 2018 by brothers Tom and Nick Watkins, initially with a focus on pea milk and known as Mighty Pea. The company has since diversified its portfolio with several oat-based offerings, including a barista-style oat drink and an alternative to traditional whole dairy milk made with oats and other plant-based ingredients. Citing the current challenging funding environment for start-ups within the plant-based food sector, the company appointed Interpath’s James Clark and Howard Smith as administrators on 17 June 2025. In a statement shared on LinkedIn, co-founder Tom Watkins described how the company began “blending pea milk in a small Yorkshire basement,” before later achieving successful listings at major UK retailers and selling millions of cartons. He wrote: “But the reality is the plant-based category has shifted dramatically over the last few years. Despite our best efforts to adapt, streamline and secure new investment, we couldn’t raise what was needed to take the next step.” According to Interpath, rising costs and the impact of ‘fragile’ consumer confidence has impacted Mighty’s ability to scale and achieve profitability despite building a successful brand. The administrators noted that while the directors of Mighty sought out available investment options, the decision to appoint administrators was taken when it ‘became clear that a solvent outcome was not possible’. © Mighty Drinks Tom Swiers, food and drink sector lead at Interpath, said: “There has been an increasing focus on profitability within all aspects of the ‘alt’ category, following the investment boom of a few years ago. It is no longer simply a case of ‘growth as number one priority’.” He emphasised that the Mighty team created a strong product offering, including a pea-based range for children, emphasising the allergen-free benefits of pea protein. However, despite establishing a path to profitability from improved margins and increased volumes, he said the company required further investment which “was not forthcoming from typical investors in this space, nor was it attractive to typical ‘special situations’ investors given the relatively early stage of the company’s development”. Interpath’s managing director and joint administrator, James Clark, said the administrators will now work closely with Mighty’s stakeholders to explore available options, including seeking offers for the business and its assets – including the Mighty brand and its related intellectual property (IP). “We would invite any parties who may be interested in acquiring the business to make contact with us as soon as possible,” he commented. Co-founder Nick wrote in his LinkedIn statement: “We’re deeply grateful to every teammate, customer, investor and supporter who believed in our mission. We set out to change the world for the better – and we gave it everything: blood, sweat and tears.” Category challenges The company is one of several recent plant-based companies to enter administration as the category faces a challenging economic environment, with many suggesting the market has simply reached a natural plateau following an unprecedented, and ultimately unsustainable, rate of growth during its peak leading up to the pandemic. While the challenges are undeniable, there is clearly a sense of optimism and determination among plant-based businesses, driven by strong values centering around a more sustainable and ethical future food system. The plant-based category is likely to see further consolidation, with more acquisitions on the horizon in order to keep smaller brands in business. Notable recent acquisitions include Smart Organic's acquisition of plant-based chocolate brand LoveRaw, which entered administration in April, and vegan ready meal company Allplants' acquisition by Ella Mills' Plants business , which purchased the brand name and customer data from administrators. The company's recipe IP was snapped up by D2C recipe kit brand Grubby. In the alt-dairy space specifically, Finnish milk alternatives specialist Oddlygood made headlines when it acquired British plant-based drinks, cereals and snacks brand Rude Health in October last year. Oddlygood was established by dairy group Valio in 2018, becoming a spin-off in 2021. Tim Smith, CCO at Rude Health and Oddlygood, commented on the news: “Rude Health and Oddlygood both know first-hand the passion, dedication and resilience it takes to build a plant-based drinks brand, so our thoughts are with everyone affected by Mighty’s situation”. “Mighty going into administration is a reminder that our category still faces real challenges, but we also see huge potential for growth. Now more than ever, it’s important for brands, retailers and consumers to come together to champion innovation, transparency and choice. By joining forces, we can help the plant-based drinks sector thrive and reach even more people.”

Alt-meat brand Juicy Marbles has joined forces with alt-seafood specialist Revo Foods to launch Kinda Cod, a raw, unseasoned plant-based cod fillet product. The partnership kicks off Juicy Marbles & Friends – a curated product line of whole cut-style plant proteins imported for sale in the US and listed through the company’s online store. Juicy Marbles is best known for its marbled plant-based steak, tenderloin, and ribs with vegan ‘bones’. Now, the brand is entering the fish alternatives space with the release of the co-branded Kinda Cod, developed using Revo’s novel 3D structuring process. Maj Hrovat, co-founder and R&D chief at Juicy Marbles, said: “Much of the plant-based fish market is dominated by breaded fillets, fish sticks or eerily translucent, rubbery alternatives”. “But when we cooked Revo’s Cod, it flaked into tender pieces like a proper fillet; had the subtle, not too ‘oceany’ flavour we always hoped for; and it’s perhaps the only fish alternative we felt we could use in serious cookery.” Kinda Cod will be sold as a single 110g fillet, providing a versatile texture and subtle flavour that enables use across numerous different cooking mediums and cuisines. The fillet is made with fermented fungi-based mycoprotein and contains omega-3 from microalgae oil (130mg DHA and 82mg EPA per serving). It also offers a good source of vitamin B12 and B6, as well as dietary fibre and folate. In a statement announcing the partnership, the companies noted that the plant-based protein segment has grown ‘increasingly volatile,’ noting that ‘immense hype and massive valuations’ in the early 2020s has led to companies ‘toppling under the weight of nine-figure investments and premature expectations of mass adoption’. Revo Foods’ CEO, Robin Simsa, commented: “A ton of start-ups founded in 2020 and 2021 tried to do everything themselves. Sadly, many faced challenges because it’s too capital intensive. Our collaboration with Juicy Marbles is a prime example of how partnership can bring the whole field forward by allowing startups with different strengths to focus on their core expertise.” Simsa praised the international brand and distribution network Juicy Marbles has built, adding: “We have pent up demand for our products from the US that we’ve been unable to supply – so the end result fulfills both of our companies’ missions. I think this collaborative mindset is key to ushering in a new, more mature era for the plant-based industry.” Kinda Cod is slated for launch exclusively on Juicy Marbles’ US web shop from 18 June 2025. Launch in the UK and EU is to follow soon, the companies confirmed.

Swiss alt-meat company Planted has opened its new production facility in Memmingen, Bavaria, Germany, equipped with modern fermentation technology. Planted announced plans for a further production facility in southern Germany in Autumn 2024, following increasing demand for clean label and sustainable protein options. The start-up said it has seen particular excitement among consumers and the foodservice industry in Europe over the past year over the launch of its fermented, clean label steak alternative. Now, Planted has celebrated the site’s opening, marking a significant expansion of its production capabilities. The new plant in Memmingen is a modern production facility for biostructured proteins, enabling the creation of over 20 tonnes per day in the mid-term. This quantity corresponds to the current capacity of the site in Kemptthal, Switzerland, thus doubling the company’s overall production capacity. Planted will produce in Memmingen mainly for Germany and other European markets, including the UK. Around 50 technical and operational jobs will be created in the longer term at the plant, which is located at the former site of the Memmingen brewery. Together with the local Alois Müller Group, a sustainable energy specialist, the plant is being designed to be environmentally friendly and energy efficient, with an aim of working towards CO2 neutrality. Planted relies on groundwater cooling and the heat supply is provided by a sustainable energy system. Lukas Böni, co-founder and member of the management board of Planted, said: “With an export share of 75% and Germany as our biggest export country, expansion into our largest EU market was the obvious choice. The new proximity to key target markets, combined with a state-of-the-art production facility, allows for more sustainable and efficient logistics and production, helping Planted meet growing demand and stay closer to our international customers.” He added that the Kemptthal site will remain a “central pillar” of the company’s production, and is particularly important for the Swiss market – however, the site has reached the limits of its capacity. Planted revealed that numerous new products within its steak portfolio are in development, slated to hit the market this year. The company recently launched a new steak bites product , featuring convenient pre-cubed pieces of its fermented steak.

UK tempeh brand Better Nature has expanded its range with the addition of a Mediterranean Tempeh block, launching at Ocado. The pre-seasoned Mediterranean-inspired block is designed to provide a convenient addition to dishes like summer salads and pasta dishes, as well as for barbecue occasions. It contains 44g of protein per pack and a firm, juicy texture. Tempeh also contains a good source of fibre and prebiotics, tapping into increasing demand for gut-friendly products thanks to its fermented nature. It also provides a source of iron. Better Nature said it is targeting meat-eaters looking for healthy protein swaps with the launch, noting that gut-friendly proteins are creating new opportunities for category growth. Elin Roberts, co-CEO and co-founder of Better Nature, said: “Gut-friendly protein is hot right now, fuelled by social media and the shift away from UPFs”. She added: “With consumers prioritising protein as part of a healthier lifestyle, we’re starting to see a shift away from so-so proteins like chicken (that offer nothing but protein) and towards more nutritious proteins like beans and tempeh, which are also packed with gut-friendly fibre and prebiotics”. The new Mediterranean Tempeh is rolling out via Ocado this month with an RRP of £3 per 220g pack.

French food-tech start-up Fungu’it has secured €4 million in funding to accelerate industrial-scale production of its natural flavourings made from agricultural by-products. The round was led by Asterion Ventures, with additional backing from Evolem and UI Investissement via Oser BFC. Based in Dijon, France, Fungu’it uses solid-state fermentation to convert materials such as flaxseed press cake, sunflower residues and legumes into natural flavourings. The company focuses on resource efficiency, claiming reduced water and energy use compared to conventional methods. Its product range includes a meaty umami flavour for plant-based foods and a chocolate alternative designed to replace up to 25% of cocoa in formulations – aimed at reducing pressure on cocoa supply chains and tropical ecosystems. With the new investment, Fungu’it plans to build an industrial pilot plant, secure patents, expand its ingredient library and grow its sales team, with a focus on the plant-based food segment. The company says it is addressing rising demand for sustainable and natural flavour solutions. France’s food flavouring sector generated €730 million in 2022, and industry margins remain attractive. Anas Erridaoui, CEO and co-founder of Fungu’it, said: "We want to restore purpose in what we eat –without compromise. Through fermentation, we reveal the richness of overlooked raw materials to create flavours that are more accurate, vibrant and accessible.” He added: "Our technology revolutionises the creation of natural, sustainable and high-performance flavourings, while upcycling often wasted by-products. This circular, innovative approach is established as a key driver of transformation for the agro-food sector, moving towards a healthy, long-lasting and affordable diet."

Plant-Ex Ingredients has announced its acquisition of Aromacolors, a Polish food-tech company specialising in liquid and powder flavourings and colourings. The acquisition aims to strengthen Plant-Ex’s operational footprint across Europe, marking a milestone in the company’s continued global expansion. Plant-Ex, headquartered in the UK, is a manufacturer of natural colours and flavours for the global F&B industry. It has existing facilities in the far west and southeast of Europe. The addition of Aromacolors’ central European site completes ‘strategically aligned’ manufacturing and logistics capabilities, Plant-Ex said, optimising service and supply across key European markets. Aromacolors brings advanced technical knowledge and experience in delivering clean label innovations. Plant-Ex noted the deal’s logistical and commercial advantages in a post-Brexit market, eliminating customs delays and reducing time-to-market and operational costs for customers in the EU and beyond. Giles Drewett, CEO and founder of Plant-Ex, said: “We are thrilled to welcome Aromacolors into the Plant-Ex group. Their exceptional product range and technical know-how are a natural fit with our vision and values. This acquisition is not just about growth, it’s about reinforcing our position as a dominant force in the natural ingredients sector.” Drewett added that customers will benefit from enhanced local support, rapid sample turnaround and increased manufacturing capacity. Edward Budzulak, CEO of Aromacolors, commented: “This marks an exciting new chapter for Aromacolors. Becoming part of Plant-Ex opens up new opportunities to enhance our capabilities and bring even more value to our customers across Europe.” He added: “With a broader product offering and access to expanded resources, we are well positioned to support continued innovation and growth in the European market”. Top image: © Aromacolors

German spice and ingredient manufacturer Raps has unveiled a new functional solution for the development of plant-based roast meat alternatives. Named ‘Compound Vegan Roast,’ the solution aims to enable the creation of meat-free main courses for classic roast dinner occasions, based on plant proteins. Compound Vegan Roast is a functional mixture said to offer an appealing texture, good binding properties and stability. The company also offers complementary seasoning mixes that can enhance the flavour of vegan alternatives to roast pork, beef and poultry. The compound can be processed flexibly on existing production systems for convenient production of end products, without the need for additional technological adjustments, Raps said. It is both heat- and storage-stable, suitable for vegan roast dishes in meal kits, frozen products or tinned food applications. Raps’ compound solutions can be made vegan or vegetarian, allowing for modular combination with sauces and side dishes. The recipes allow for fewer additives and can support clean label concepts, with the ‘vegan roast beef’ and ‘vegan roast pork’ variants able to achieve a Nutri-Score of A in end applications. Klaus Vogt, head of product development for meat and meat alternative proteins at Raps, said: “With our compound for vegan roasts, we are taking the next logical step in the development of plant-based products”. He added: “Our goal was to combine a familiar flavour with technological safety in a way that allows for seamless integration into existing production environments”.

Arkeon, an Austrian biotech company developing sustainable protein via gas fermentation, has formally filed for insolvency. Arkeon bioreactor The announcement was shared by co-founder and CEO Gregor Tegl on his LinkedIn page, marking the end of the start-up’s efforts to commercialise its alternative protein technology. In a public statement, Tegl expressed gratitude to the team, investors, partners and supporters who contributed to the company’s progress. “Your dedication, late nights and passion for innovation made every milestone possible,” the statement read. “I’m deeply proud of what we built together.” Founded to produce amino acids and protein ingredients through carbon-capture-based fermentation, Arkeon was part of a wave of start-ups working to decarbonise the food system. Despite the setback, the co-founder reaffirmed belief in the promise of sustainable biotechnologies and said the experience had offered valuable lessons in scaling, stakeholder engagement, and regulation. He added he is now looking ahead to new projects and collaborations across biotech, cleantech and adjacent sectors.

In this instalment of Start-up spotlight – which celebrates small/earlier-stage companies and their innovations – we speak to Elliot Webb, founder of Urban Farm-It, a business offering a range of mushroom cultivation supplies. The company recently brought lion’s mane mushrooms into the mainstream  with a launch into Sainsbury’s superstores nationwide, marking a notable step forward in the availability of functional mushrooms in major supermarkets. Could you tell us about Urban Farm-It and the reason for its inception? I founded Urban Farm-It in 2019 after my early career in the food industry showed me the urgent need for a shift in mindset and application to strengthen our food sovereignty. Ensuring access to locally grown food that is ethically and sustainably sourced is paramount. With a background in aquaculture and alternative agriculture, and an early experience in fish farming, I recognised the necessity for more sustainable food production methods. This led me to explore alternative growing systems, including mushrooms. Originally, Urban Farm-It focused on mushroom growing kits during the Covid lockdown, with the aim of making it easy for people to grow their own gourmet mushrooms at home. These kits proved extremely popular, and as interest in mushrooms grew, we expanded into supplying fresh, UK-grown varieties including lion’s mane. What inspired you to focus on lion’s mane mushrooms, and how significant is this launch for Urban Farm-It? The UK market has long lacked access to locally grown gourmet mushrooms, with a high percentage being imported. We saw an opportunity to change that by growing premium-quality lion’s mane mushrooms right here in the UK. The demand for fresh, locally grown produce is rising, and lion’s mane has been one of the most exciting gourmet mushrooms to gain traction. Since launching our fresh lion’s mane online last year, we’ve seen an incredible response from consumers, confirming its popularity. Now, with our branded product available in Sainsbury’s, we’re reaching even more people, making this versatile mushroom more accessible than ever. This milestone is a huge achievement for Urban Farm-It, it validates our mission to bring sustainable, fresh and locally grown gourmet mushrooms to mainstream retail. For those following a plant-based lifestyle, lion’s mane is a fantastic alternative to processed meat-free products. It has a delicate, seafood-like texture and a rich umami flavour, making it an excellent substitute for meat or seafood. Whether grilled, pan-fried or added to soups, stir-fries and pasta dishes, it’s a versatile ingredient that absorbs flavours beautifully and delivers a satisfying bite. This launch marks an exciting step forward for both plant-based eating and the UK mushroom industry. Many shoppers may be unfamiliar with lion’s mane. How are you helping to introduce them to its culinary potential? We’ve designed our packaging to be both informative and engaging. Our mushrooms come in a fully recyclable, sleek black cardboard punnet featuring a unique QR code. When scanned, this code connects Sainsbury’s customers to a specially curated digital recipe book filled with innovative dishes created by plant-based chefs. This guide empowers home cooks to experiment with lion’s mane and discover its incredible versatility in the kitchen. Beyond recipes, the digital content offers an exclusive behind-the-scenes look at Urban Farm-It, showcasing the heart and purpose of our business. Customers can watch video content from our farm, learning about how we cultivate lion’s mane and why local, sustainable production matters. Transparency is a core value for Urban Farm-It, and we believe consumers should have easy access to information about where their food comes from. By providing this direct connection at the point of sale, we’re not just introducing people to lion’s mane, we’re inviting them to be part of its journey from farm to plate. Could you walk us through your growing process and what sets Urban Farm-It’s mushrooms apart from others on the market? The fact that we grow lion’s mane here in the UK is a game-changer. Until now, most lion’s mane available to UK consumers has been imported, often traveling thousands of miles before reaching shelves. Our approach disrupts this model by offering a fresher, more sustainable alternative, organically grown, fresh, and dried lion’s mane cultivated right here at our farm in Kent. Our growing process is rooted in sustainability and quality. We carefully cultivate our mushrooms using natural, controlled environments that mimic their ideal growing conditions. This results in consistently high-quality lion’s mane with superior freshness and flavour. Unlike imported mushrooms, which may spend days in transit, ours go from farm to store in a fraction of the time, ensuring peak freshness and reducing carbon footprint. By producing locally, we’re not only supporting the environment but also giving UK consumers access to a premium gourmet ingredient that was previously hard to find. Our commitment to transparency, innovation, and sustainability truly sets Urban Farm-It apart in the market. Sustainability is a big part of Urban Farm-It’s ethos. How do your growing and packaging practices align with this mission? Sustainability is also at the heart of Urban Farm-It. We are dedicated and passionate about fostering a better future for food security and sovereignty through innovative solutions such as mushroom cultivation, hydroponics and biophilic design and sharing this knowledge with other businesses through our consultancy offering. The more we can integrate urban agriculture into food production, the more we turn cities into climate-friendly, food-producing hubs that provide local access to produce that doesn’t come with a long supply chain – or an environmental cost. By growing food closer to where people live, we can reduce the reliance on mass food distribution systems, making communities more resilient to supply chain disruptions. We consider sustainability at every stage, from growing the mushrooms, to the customer selecting it at Sainsbury’s – where they are also invited to discover the journey of produce they are buying by scanning the QR code on the packaging. We are organically certified by the Soil Association and once the substrate has been used to grow our mushrooms, we break it up to use on our fields, recycling it back into the soil. In terms of B2B distribution, our partners are BRC approved and use a sustainable delivery system to transport the lion’s mane mushrooms to Sainsbury’s. When we hand harvest our lion’s mane nothing is wasted. Any of the harvested fruit that doesn't meet the product specifications in terms of size and weight we dry and supply to businesses looking for dried or powdered organic lion’s mane for use in food production, supplements and increasingly for lion’s mane coffee. The mushrooms available at Sainsbury’s are packed in a fully recyclable, beautifully designed black cardboard punnet. In addition to fresh lion’s mane, you offer DIY kits and powdered mushrooms. How do these products fit into your vision for making fungi more accessible? Our goal is to empower more people to embrace sustainable food production. With our Mushroom Growing Kits, we're making it possible for anyone to grow their own fresh, delicious, gourmet mushrooms from the comfort of their own home. Our kits are perfect for both enthusiasts and those who are just starting out. They provide everything needed to cultivate high-quality mushrooms, with clear, easy-to-follow instructions. Whether you're a seasoned grower or a complete beginner, you can start harvesting fresh mushrooms in just a few weeks. What was the process like getting your mushrooms into Sainsbury’s, and what advice would you give other start-ups hoping to secure supermarket listings? Our approach was to get the fresh lion’s mane mushrooms we were growing, more visible to consumers. We took our fresh produce to New Spitalfields and New Covent Garden Markets where lion’s mane got a lot of interest. Alongside this, education has remained a key pillar of the business, we were creating lots of content and videos about mushrooms from recipes to how to grow, and the intricacies of running the farm. Our content caught the eye of Sainsbury’s, and following an initial meeting and a visit to the farm where the team enjoyed a delicious meal featuring our Lion’s mane mushrooms, the journey to supermarket shelves began. From then on, it’s been quite the scale up! We’re so excited to now bring this unique ingredient to Sainsbury’s customers across the country, marking the first time that fresh lion’s mane is available in a UK supermarket. What have been some of the biggest hurdles you’ve faced in growing Urban Farm-It, and how have you overcome them? One of the biggest challenges we’ve faced in growing Urban Farm-It has been financial, specifically, the significant investment required to scale up. Each phase of growth has demanded new premises, expanded operations, and enhanced distribution and packing capabilities. We’ve had to move multiple times to accommodate our expansion, which comes with logistical and financial hurdles. Overcoming these challenges has always come down to having a clear business and operational strategy. By demonstrating the long-term potential of what we’re building, we’ve been able to secure the right partnerships and investments. Our focus has been on proving that sustainability and commercial success can go hand in hand, giving partners confidence that their support will generate real returns. What key advice would you give to other entrepreneurs looking to enter the sustainable food space? Have a genuine belief in the impact you want to make, because this journey isn’t easy. It’s not a quick path to profit, but if you build a strong culture and create products that truly deliver on sustainability, consumer support will follow. Today’s shoppers are more informed and motivated than ever to seek environmentally friendly solutions, and retailers are increasingly prioritising partnerships with reputable, sustainable businesses. It’s essential to share your vision with your team and cultivate a culture rooted in doing the right thing. While the financials must work, true commitment and transparency are what set businesses apart because today’s consumers can see through shortcuts. Do you see mushrooms playing a bigger role in the future of plant-based eating? Are there any exciting developments on the horizon for Urban Farm-It? Sustainable agriculture is the future of food. As farming resources become increasingly strained, we must transition to regenerative, resource-efficient systems, and mushrooms are at the heart of this shift. They require minimal space, water, and energy to grow, and fit seamlessly into circular economy models by utilising agricultural byproducts as a growing medium. As consumers become more conscious of environmental impact, mushrooms will play an even bigger role in plant-based eating. At Urban Farm-It, we’re constantly exploring ways to innovate within this space. From expanding our fresh mushroom range to developing new products, we’re excited about what’s ahead. This is just the beginning of mushrooms shaping the future of food.

The Good Food Institute (GFI) Europe has analysed Circana retail sales data for six European countries, finding that rising plant-based sales volumes are being largely driven by private label product growth. GFI analysed data for France, Germany, Italy, the Netherlands, Spain and the UK, across up to six plant-based alternative categories: meat, seafood, milk and drinks, cheese, yogurt and cream. It found that rising sales volumes are primarily being driven by private label growth in France, Germany, Italy and Spain – with cheaper products driving much of the increase. More affordable options, particularly within plant-based milk and drinks, are approaching ‘mainstream status’ as they appeal to a wider consumer base, GFI said. In some countries, more expensive branded products are driving sales. This suggests that existing plant-based consumers are increasingly focused on factors like taste, perceived quality and convenience in line with the easing of the food inflation rate. GFI pointed out that earlier adopters of plant-based alternative categories may be more willing to pay a premium for options that taste good and align with their values. However, cost remains a barrier for many, and achieving price parity is considered a critical priority for the plant-based food industry in order to attract a broader audience. While GFI’s separate consumer research in the UK and Germany found that half of consumers want to eat more plant-based foods or less meat and dairy, it found that plant-based foods are often perceived as falling short of their animal-based counterparts in key areas such as taste, availability, ease of cooking and value for money. In France, private label sales rose by 8.9% in 2024. Private label sales volume increased by 11.8% during the same year in Italy, versus 1.9% growth for branded. The strongest growth category for both countries was in plant-based cheese, up 19.5% and 43.2% respectively. Private label sales volume in Spain grew by 13.1% in 2024, versus 2.9% for brands. Plant-based yogurt sales volume rebounded, up 16.7%, while 46% of households bought plant-based milk and 22% bought plant-based meat at least once during the year. Plant-based yogurt sales also rebounded in the Netherlands, with 4.9% growth in sales volume in 2024, while cooking ingredient formats like mince were more resilient than other plant-based meat formats, such as whole cut-style products. In Germany, 37% of households bought plant-based milk and 32% bought plant-based meat at least once in 2024. Private-label sales were up 13.9% in volume in 2024, with branded sales volume staying level. Meanwhile, in the UK, sales volume rose 10.4% for barista milk alternatives in particular, 6.3% for yogurt, 3.3% for cream and 2.2% for seafood in 2024. 32% of households bought plant-based meat and 32% bought plant-based milk at least once during the year. Helen Breewood, senior market and consumer insights manager at GFI Europe, said: “Europe’s plant-based retail market remains resilient, with increasing sales volumes across four countries in 2024. The rise of private-label options demonstrates that affordability is essential for reaching a wider market, and that plant-based foods are becoming more mainstream, with retailers investing in their own ranges.” She added that the sector is facing some challenges in some mature markets regardless, pointing out that the ongoing success of relatively expensive branded products in some categories and countries indicates that price is not the only consideration. The sector could reach more people by continuing to improve performance on taste as well as price, she concluded.

Dutch food-tech scale-up MaGie Creations has introduced what it claims is the world’s first emulsifier made from upcycled brewer’s grain. The company is aiming to address the challenge of feeding a growing population more sustainably by upcycling a major byproduct of the beer industry, with no waste left behind. The solution is also clean label, supporting manufacturers wishing to transition away from ultra-processed foods as well as unlocking value from overlooked waste streams. Brewer’s grain accounts for up to 85% of brewing byproducts and is typically either discarded or used as animal feed. However, it can offer a valuable source of fibre and protein for human consumption. MaGie has developed a process to transform the underutilised material into a scalable, proprietary food-grade emulsifier, named PowerBond. It aims to provide an alternative to synthetic emulsifiers as consumers continue to demand more natural and sustainably sourced ingredients. The ingredient solution works across a wide range of food applications, from baked goods to meat and plant-based meat alternatives. With terms like ‘clean label,’ ‘plant-based’ and ‘upcycled’ becoming increasingly important to climate- and health-conscious consumers, MaGie said its solution can provide a viable and price-competetive replacement for existing additives that do not meet these requirements. Ellen van der Starre, product development lead at MaGie, said: “We need comprehensive, systemic solutions that begin with reimagining food production. By thoroughly studying brewer’s grain, we uncovered the inherent functional properties embedded within this valuable biomass – enabling us to create PowerBond, an emulsifier that requires minimal processing of the raw material only, whilst avoiding the creation of new residue streams.” Upcycling industry waste streams into valuable food ingredients has become a popular and promising approach for tackling sustainability challenges and helping to shift the food system toward a more circular model. Also harnessing byproducts from the brewing industry is fellow Dutch start-up Revyve, which offers a texturizing ingredient made from upcycled brewers’ yeast . The company also provides a gluten-free variety, utilising baker’s yeast.