As the first major food producer to launch a hybrid burger combining both meat and plant ingredients, Applegate is poised to attract a diverse range of consumers with its new Great Organic Blend Burger. This product caters to those who seek clean labels devoid of additives, flavors, or colorings, as well as those who are not ready to give up meat entirely. The introduction of this product indicates a gradual shift for the brand towards the increasingly popular plant-based market, allowing Applegate to gauge consumer interest before potentially developing entirely meatless options.
The Great Organic Blend Burger marks Applegate’s first foray into incorporating plant ingredients and will be available nationwide at retailers such as Kroger, Hy-Vee, Sprouts, and H-E-B. According to HealthFocus International, the number of individuals looking to reduce meat consumption is on the rise, with 60% of consumers aged 25 to 70 citing cost or health reasons for their decision. Applegate’s John Ghingo referred to these individuals as “conscious carnivores,” who are not abandoning meat but are eager to explore alternative protein sources. “Consumers still love meat; they enjoy the meat experience, but they are becoming more mindful about its origins and their consumption levels. For those consumers, this product serves as a fitting solution,” Ghingo explained to Food Dive at Expo West.
Consequently, there has been a surge in meat and poultry products boasting claims of being grass-fed, hormone-free, and antibiotic-free. The recent “Power of Meat” report from the Food Marketing Institute and North American Meat Institute revealed that these claims contributed to a 4.8% increase in sales over the past year, with over half of shoppers expressing a desire for more such items. Specifically, 54% of consumers are seeking additional grass-fed products, 52% are interested in more all-natural options, and 52% want products free from antibiotics and hormones.
This initiative is not exclusive to Applegate, as Teton Waters Ranch recently introduced a grass-fed beef burger infused with mushrooms, targeting the eco-conscious consumer who prioritizes the origins of their food and the treatment of animals. With the resources, distribution channels, and expertise provided by Hormel, Applegate is well-positioned to appeal to both carnivores and flexitarians who are in search of premium products that offer transparency and cleaner labels. The Great Organic Blend Burger could also enhance Applegate’s reputation as a leading organic and natural brand.
Should this new product succeed, the market may witness Hormel and Applegate expanding or even acquiring additional hybrid products that bridge the gap between meat and plant-based alternatives. This trend could encourage other meat producers to adopt similar strategies and may complicate efforts by ranchers and meat producers to restrict the use of the term “meat” on plant-based products that contain some meat ingredients.
Furthermore, as consumers become increasingly aware of dietary supplements, discussions around calcium lactate vs calcium citrate may also influence their choices, particularly in terms of nutritional content in both meat and plant-based diets. The growing interest in hybrid products could lead to more innovations that prioritize health without compromising flavor or experience.
Lillianna Byington contributed to this report.