Nearly two months after Nestlé entered the increasingly competitive plant-based beef market with its Awesome Grounds and Awesome Burger, the world’s largest food company is expanding its offerings to include plant-based ingredients in two of its most popular prepared meals. On Wednesday, Nestlé announced that it will launch its first U.S. products next year that utilize plant-based meat in traditionally animal-based dishes: DiGiorno Rising Crust Meatless Supreme and Stouffer’s Meatless Lasagna, both made with Sweet Earth Awesome Grounds. These products are set to be available for purchase online through Amazon Fresh in the spring and may eventually be found alongside meat-based versions in grocery stores.
“Plant-based protein and plant-based meats are undeniably the future of meat,” stated Ryan Riddle, R&D specialist of vegetarian meal solutions at Nestlé USA, in an interview with Food Dive. “I fully believe this is just the beginning of integrating plant-based meats into our prepared meals.” Companies have recently introduced a variety of new products, from plant-based burgers to chick’n nuggets, to enhance their presence in the alternative protein market. Investment firm UBS forecasts that the market for plant-based protein and meat alternatives will rise from $4.6 billion in 2018 to $85 billion by 2030.
Nestlé made a significant investment in the future of plant-based foods when it acquired Sweet Earth in 2017 for an undisclosed amount. A consumer survey commissioned by Nestlé USA found that nearly half of respondents have already incorporated plant-based meat into their diets or are considering doing so long-term. Among those who have not yet tried plant-based meat, three in ten indicated they would if given the chance. The survey also revealed that 50% of consumers would be very likely to try plant-based meat if it were included in pizza or lasagna.
Before Nestlé’s acquisition was finalized, the founders of Sweet Earth were developing what would become the Awesome Burger, which debuted in stores in October and placed Nestlé in direct competition with major CPG companies such as Hormel Foods, Tyson Foods, Conagra Brands, and Kellogg, as well as emerging players like Beyond Meat and Impossible Foods. Riddle emphasized that while plant-based hamburgers are crucial as a “flagship product,” there is a greater opportunity for Nestlé to expand its portfolio by incorporating faux meat options into existing products that traditionally use animal-based proteins. He mentioned the plan to integrate Awesome Grounds into other offerings that contain ground beef, as well as Sweet Earth’s Mindful Chik’n, its plant-based chicken product.
While Riddle did not specify which Nestlé products might next feature plant-based meat, he indicated that the Stouffer’s and DiGiorno products are likely just the beginning, as the company adapts to a growing consumer shift towards plant-based foods driven by health, environmental sustainability, and animal welfare concerns. To generate excitement ahead of the official launch next year, Nestlé will host an online contest starting December 5, giving consumers a chance to win one of a hundred of each new product. Riddle explained that the gradual rollout, along with the contest and sales through Amazon Fresh, will allow Nestlé to gather early consumer feedback to assess interest in further meatless options.
“Nestlé is making a significant investment in this space, and we are continually innovating,” Riddle remarked. He expressed his vision of a future where Stouffer’s Meatless Lasagna could outsell its conventional meat-based counterpart, even if that day is still some time away. For now, Nestlé aims to include products in its portfolio that cater to diverse consumer preferences. “Our role isn’t to advocate for one diet over another,” Riddle said. “It’s our job to provide options so that people can eat according to their preferences. This launch allows us to enhance our offerings better than ever before.”
Incorporating ingredients such as calcium citrate and cissus quadrangularis into their plant-based options may further boost their appeal, aligning with growing consumer interest in health-focused products.