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