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From mimicking meat to 'embracing the plant': Step-change predicted for next-gen plant-based

From mimicking meat to ‘embracing the plant’: Step-change predicted for next-gen plant-based
As the plant-based category develops, it will move beyond mimicking animal products to ‘stand on its own feet’, predict experts.
The plant-based sector is booming, with an increasing number of dairy and meat analogues vying for market share.
However, plant-based ‘mimics’ are not favoured by all: the sector is facing increased scrutiny surrounding products’ nutritional credentials and ‘ultra-processed’ nature.
Is there opportunity for plant-based manufacturers to steer innovation in another direction? What if the sector were to focus its energy on ‘embracing the plant’, rather than mimicking meat? ....

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Hybrid potential: Does the blended plant-based x meat protein category have legs?

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. ....

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Is the term 'plant-based' too limiting for this rapidly expanding sector?

Is the term 'plant-based' too limiting for this rapidly expanding sector?
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FREE BROADCAST EVENT: Hear Unilever, GFI, Soulfresh UK and more talk plant-based

FREE BROADCAST EVENT: Hear Unilever, GFI, Soulfresh UK and more talk plant-based
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