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From an environmental and sensory standpoint, it makes sense to create ‘hybrid’ products from a blend of plant-based and meat proteins. Yet experts are dubious the category will take off. Novel ‘blended’ or ‘hybrid’ products, whereby a portion of meat is replaced with plant-based ingredients, have been fighting to gain market share in recent years. In the UK, retail majors Waitrose, Sainsbury’s, Tesco, and M&S have incorporated hybrid meat products into their own-label ranges. Elsewhere in Europe, start-ups are also tapping into the trend. Austrian company Rebel Meat, for example, makes its Rebel Meat Burger from 50% beef and 50% plant-based ingredients.

United kingdomCity ofStefan uhlammPhilipp stanglDom daltonCarlotte lucasMax jamillyFed steeleAnnika bostrGettyimages ekaterinaLeonardo rubio anselmiGood food instituteAgriculture organizationRebel meatRebel meat burgerStrategic marketing manager