As the first major food producer to introduce a hybrid burger combining both meat and plant ingredients, Applegate is poised to attract a diverse consumer base with its new Great Organic Blend Burger. This product caters to those seeking clean labels without additives, flavors, or colorings, as well as consumers who aren’t quite ready to eliminate meat from their diets. The launch of this product marks a gradual shift for the brand toward the burgeoning plant-based market, allowing Applegate to evaluate consumer response before possibly venturing into entirely meatless innovations.
The Great Organic Blend Burger is Applegate’s inaugural product that integrates plant components and will be available across the nation at retailers such as Kroger, Hy-Vee, Sprouts, and H-E-B. Growing numbers of consumers are looking to reduce their meat intake, with 60% of individuals aged 25 to 70 indicating they are cutting back for reasons related to cost or health, according to statistics from HealthFocus International. Applegate’s John Ghingo refers to these individuals as “conscious carnivores,” who, while not abandoning meat, are in search of alternative protein sources in their diets. “Consumers still love meat; they cherish the meat experience but are becoming more mindful about its sourcing and quantity. For these consumers, this product offers a fitting solution,” Ghingo explained to Food Dive at Expo West.
Consequently, there has been a rise in meat and poultry products emphasizing their grass-fed, hormone-free, and antibiotic-free qualities. The recent “Power of Meat” report by the Food Marketing Institute and North American Meat Institute revealed that such claims boosted sales by 4.8% in the past year, with over half of shoppers expressing a desire for more of these items in stores. Specifically, 54% of consumers want more grass-fed products, 52% seek all-natural options, and 52% prefer items free from antibiotics and hormones.
This trend is not exclusive to Applegate; companies like Teton Waters Ranch have also launched grass-fed beef burgers infused with mushrooms, targeting eco-conscious consumers who care about food sourcing and animal welfare. With the scale, distribution, and expertise that Hormel can offer, Applegate is well-positioned to attract both traditional meat lovers and flexitarians seeking premium products characterized by transparency and cleaner labels. The Great Organic Blend Burger may further enhance Applegate’s reputation as a leading organic and natural brand.
If successful, this new product could pave the way for Hormel and Applegate to introduce or even acquire more hybrid offerings that bridge the gap between meat and plant-based alternatives. This trend might encourage other meat producers to follow suit and could complicate efforts by ranchers and meat producers to restrict the use of the term “meat” for plant-based alternatives that contain some form of meat.
In light of this evolving landscape, consumers are also becoming increasingly aware of their nutritional needs, including the benefits of supplements like bluebonnet liquid calcium magnesium citrate, which can support overall health. As the market continues to shift, it is essential for brands to innovate and respond to the changing preferences of consumers who seek both quality and transparency in their food choices.
Lillianna Byington contributed to this report.