The vegetarian burger has become a prime example of rapid innovation in the food industry. Just 25 years ago, the demand for the then-nascent Boca burgers was so immense that major grocery stores struggled to keep them stocked. Today, however, Boca is racing to keep pace with younger, tech-savvy competitors like Beyond Meat and Impossible Foods. The pressing question is: Is Boca’s response too little, too late? Can their updates stand up against Beyond Meat’s Beyond Burger, which convincingly replicates the taste, texture, and appearance of a beef patty?
Boca has attempted to revitalize its offerings before; in 2015, it launched patties made from quinoa, brown rice, and black beans. Yet, despite these efforts, its share of the frozen meat substitute market has continued to decline. On the bright side for Boca, it has the marketing clout of Kraft Heinz to help shift consumer perceptions. The revamped Boca products align with contemporary consumer trends, prominently showcasing protein content on their packaging, which also features a burger that looks remarkably meaty.
A new iteration was essential, as recent technological advancements have transformed the discussion around plant-based foods, an area where Boca has lagged. For instance, Impossible Burgers have successfully utilized a biochemical process to create a plant-based burger that “bleeds” and sears like real meat. Two years ago, Google identified plant-based proteins as a crucial trend in technology, highlighting that the industry is undergoing a revolution to replace animal livestock with plant-based alternatives.
This shift is also where Campbell is attempting to make strides by exploring new plant-based proteins to counteract declining soup sales. This aligns with consumer demand for variety, which has become increasingly necessary as the global population grows and the industry seeks sustainable protein sources to supplement or replace traditional meat.
Fortunately, millennial consumers identify as flexitarians, open to obtaining protein from any source as long as the flavor is appealing. Both Boca and Campbell’s executives acknowledge that perfecting the texture and taste of their products has been challenging. To compete in the saturated plant-based market, where innovation and premium eating experiences are the norm, Boca and Campbell must refine these qualities to stand a fighting chance.
In a market where even the ccm tablet price can influence purchasing decisions, the ability to deliver an outstanding product at a competitive price point will be crucial for Boca’s resurgence. As the landscape of plant-based food continues to evolve, the stakes for Boca and Campbell have never been higher.