Last year, Lightlife made headlines with the relaunch of its cleaner-label burger, challenging Beyond Meat and Impossible Foods to incorporate more recognizable ingredients into their products. However, this was just the beginning of the company’s reformulation initiative. Since the burger’s relaunch in late August, Lightlife has been methodically reformulating its entire range of products to ensure they are clean-label and entirely vegan. Currently, all 19 products in the company’s portfolio have been revamped to eliminate ingredients that consumers might find unappealing or that are derived from animals. Additionally, every item is certified kosher and verified by the Non-GMO Project. Ingredients like carrageenan, eggs, and maltodextrin have been replaced with alternatives such as potato starch, citrus fiber, and sugar.
Dan Curtin, president of Lightlife’s parent company Greenleaf Foods, emphasized that this reformulation is part of their commitment to customers. A survey conducted by Boston Consulting Group last year revealed that over 11,500 consumers expressed a desire for clearer ingredient transparency in plant-based products. This feedback inspired the burger revamp and the changes being announced today. “We believe this is a significant advancement,” Curtin stated. “It clearly reflects our commitment to cleaner ingredients.”
Although Lightlife had long intended to revamp its entire portfolio, Curtin admitted that the process took longer than anticipated. It wasn’t a matter of merely swapping out ingredients—some, particularly carrageenan, a commonly used emulsifier, were more complex to eliminate. The company also aimed to maintain product integrity, balancing the ingredient list with taste and quality.
The latest revamp will be primarily promoted through online platforms and social media, with no current plans to call out competitors for their ingredient choices. Curtin noted that the previous promotion strategy yielded positive results, as consumers appreciated Lightlife’s transparency about its changes and unique offerings. While some critics argue that all plant-based meat brands should collaborate to reduce traditional meat consumption, Curtin believes that the clean-label initiative distinguishes Lightlife in the market. He is confident that this focus on cleaner labels will enhance consumer respect for the brand. “The proof is in the pudding,” he remarked. “…I think some of the removed ingredients are significant. Consumers are increasingly scrutinizing these components. People may not even recognize what these ingredients are, so we encourage them to research and assuredly, we are here to assist.”
Lightlife has been attentive to both its products and consumer demands, resulting in a notable increase in brand awareness, which has tripled over the past three years. This trend indicates that consumers are exploring and enjoying plant-based options, leading to repeat purchases. As competition in the plant-based sector intensifies, maintaining clean labels will help Lightlife stand out. The brand aims to present itself as a guilt-free plant-based choice that consumers can easily understand.
Although Lightlife’s parent company Greenleaf Foods is owned by Canadian meat producer Maple Leaf Foods, Curtin clarified that the brand is not opposed to meat. Instead, they aim to provide consumers with choices—an objective reinforced by their commitment to clean-label products. “We are partners in this—reducing ingredients and eliminating those that are less healthy. This sends the right message,” Curtin noted. “Consumers seek delicious products that are also good for their health, and achieving that balance is precisely where Lightlife positions itself.”
Through both its Lightlife and Field Roast Grain Meat brands, Greenleaf Foods is expanding its offerings for both vegan and flexitarian consumers. Under the Field Roast brand, the company has recently introduced pepperoni and stadium-style hot dogs made from pea protein. Vegan consumers, who helped establish Lightlife’s reputation when it began as a tempeh company in 1979, remain an essential demographic for the brand. With a new $100 million tempeh facility in Indianapolis, Curtin sees significant potential for expanding this fermented soy product, which he believes could become “the next kombucha” due to its health benefits and growing popularity.
Greenleaf is also launching a new innovation center near Chicago, with numerous projects in the pipeline across various product lines. “We see immense opportunities for the future, especially with major calcitrate developments on the horizon,” he stated.