UK tempeh brand Better Nature has secured £1.1 million in funding to accelerate the growth of its tempeh range on a global scale. The brand is targeting meat eaters – particularly the £3.2 billion UK chicken market – to further its mission of increasing consumer interest in tempeh as a sustainable and healthy plant-based protein source. According to Better Nature, the new funding will enable it to boost its sales and marketing initiatives, fuel innovation and broaden the appeal of its tempeh products to more consumers in the UK and beyond. The funding was raised primarily from angel investors, with 70% coming from existing investors, reaffirming their confidence in the company’s mission and trajectory. Elin Roberts, co-CEO at Better Nature, said: “Our latest fundraising round is a brilliant boost for the business at a point when the tempeh category is rapidly gaining momentum and we are seeing strong brand growth”. “We recorded our best-ever quarter in Q2 2025, with 128% year-on-year sales growth, and we’re now the UK’s number one tempeh brand by volume, with 38.1% market share, leading the category’s impressive 41% growth.” Roberts added that Better Nature’s organic tempeh, re-launched in March with more protein and revamped flavours, is now Tesco’s best-selling tempeh SKU. The brand is also the sole tempeh brand in Asda. Internationally, the company has recently expanded into Austria and saw revenues grow by 330% year-on-year during Q2 2025 in Germany. Roberts said the brand is preparing for launches in two additional international markets later this year. “With the new funding, we will continue to drive mainstream brand growth, going beyond the plant-based aisle to tap into the growing market for natural, gut-friendly protein,” she continued. The funding will also support what Roberts says is Better Nature’s biggest marketing campaign to date, challenging the “mindless consumption of chicken” and encouraging consumers to switch to tempeh. The campaign will emphasise the health benefits of tempeh – Roberts highlighted that it has a similar protein content to chicken, while offering additional gut health advantages thanks to its fibre and antioxidant content. “As a brand, we’re perfectly poised to capture the huge trends in health right now: high-protein, gut-friendly, natural, fibre-rich and plant-based,” Roberts concluded.

Dairy alternatives brand Califia Farms has added three new seasonal creamers to its Simple & Organic range, as well as introducing a creamy horchata beverage ahead of the autumn and winter seasons. The almond-based creamers are debuting in holiday-inspired flavours as part of the brand’s 2025 US seasonal product line-up, designed to provide choices that feel ‘both festive and intentional’. An autumnal favourite, the Pumpkin Spice creamer combines real pumpkin puree with organic almond milk and warm spices, blending well into hot or iced coffee. Meanwhile, the festive Holiday Spice creamer features a blend of cardamom, cinnamon and ginger, and the Maple Almond combines real maple syrup with brown sugar. All of the creamers are made with no gums or oils, debuting at a suggested retail price of $6.49 per 25.4 oz bottle. Also new for 2025, the Horchata offers Califia Farms’ take on the classic Spanish and Mexican beverage – which is traditionally made with either tiger nuts or rice, sometimes with the addition of milk, alongside vanilla and spices. Califia Farms’ horchata combines almond milk and rice milk with cinnamon and cane sugar for a ‘sweet and subtly spiced blend,’ launching in a bigger 48oz bottle format priced at $6.29. Suzanne Ginestro, chief marketing officer at Califia Farms, said: “From the cosy richness of pumpkin spice to the delightful flavours of maple and holiday spice, we can't wait to share these organic seasonal creamer options with our fans for the first time”. “The love for our Simple & Organic line keeps growing and the passion for products made with the irresistible goodness of plants is here to stay.” Previously launched products returning to the brand’s festive portfolio for another year include Pumpkin Spice Oat Barista and Pumpkin Spice Almond Creamer and Latte, Caramel Apple Almond Creamer and Latte, Holiday Nog, Seasonal Blend Pure Black Iced Coffee, and Peppermint Mocha Almond Creamer and Latte.

Beyond Meat is continuing its efforts to reduce operating costs following challenging Q2 2025 financial results, revealing a 19.6% decrease in net revenues year-over-year. In the second quarter ending 28 June 2025, Beyond’s net revenues were $75 million. Its gross margin decreased to 11.5%, compared to 14.7% in the year-ago period, including $1.7 million in expenses related to the cessation of the company’s operations in China. Ethan Brown, president and CEO of Beyond Meat, said the “disappointing” results reflect “ongoing softness in the plant-based meat category, particularly in the US retail channel and certain international foodservice markets”. As a result, the company is ramping up its cost reduction efforts and “transformation activities,” aiming to strengthen its financial profile and support its long-term goals. Part of this will include a reduction of its workforce in North America by approximately 44 employees, representing around 6% of the company’s total global workforce. This was approved by management on 6 August 2025, aiming to reduce operating expenses. Also disclosed on 6 August was the appointment of John Boken as Beyond Meat’s interim chief transformation officer, aiming to help the company support enterprise-wide implementation of its objectives. Boken has been a partner and managing director at restructuring services consultancy firm AlixPartners for over six years, bringing over 35 years of experience in interim management and corporate turnaround. The company said it continues to experience ‘an elevated level of uncertainty’ within its operating environment, therefore will not be providing full year guidance. It is also limiting its revised outlook for the third quarter of 2025, with net revenues expected to be in the range of $68 million to $73 million. Beyond’s continuing financial challenges reflect broader difficulties faced by the plant-based food and beverage industry, with sales having slowed significantly in the meat alternatives sector since the investment boom of the late 2010s. However, recent research estimates that the market will double in value by 2030, indicating an optimistic outlook for the category – but brands will need to meet demand for options that satisfy consumers’ changing preferences in order to remain successful. Increasing scrutiny over the ingredients labels of these products, as consumers become more concerned about ‘ultra-processed foods,’ has led many businesses to reformulate and even transition away from hyper-realistic meat mimicking products. Even Beyond itself, which is renowned within the industry for its ‘bleeding’ burgers and other juicy meat-like alternatives, is reportedly initiating a rebrand amid the broader industry shift away from imitation – in July, the company announced the upcoming launch of a brand-new product line made with just four ingredients and designed to provide a ‘blank canvas’ for consumers, rather than replicating a specific meat product. Top image: © Beyond Meat

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.