The quest to create a delectable and realistic meat alternative from plants has been a longstanding ambition for humanity, often appearing more like science fiction than a culinary reality. In the late 19th century, pioneers such as John Harvey Kellogg, particularly within the Seventh-day Adventist community, sought to develop such products. This denomination was instrumental in establishing Loma Linda and Worthington, two companies that played a crucial role in the early production of shelf-stable plant-based meats. They revolutionized the manufacturing process of meat substitutes by enhancing texture flexibility, a technique that remains relevant today.
Doug Hines, chairman and general partner of Atlantic Natural Foods, shared with Food Dive, “Over the years, the interest in healthier eating and reducing meat consumption has grown well beyond the Seventh-day Adventist community. Recently, there has been a surge in flexitarian diets among individuals looking to minimize their meat intake for various health, sustainability, and ethical reasons.” The movement toward innovative meat alternatives has also gained traction in Asia, where gluten has been utilized for centuries. In China, soy protein has been a staple for decades in crafting meat substitutes, making today’s advancements an extension of their historical practices. Although the methods and flavors have improved, the foundational technology has been in existence for quite some time.
Miyoko Schinner, CEO and founder of Miyoko’s Kitchen, which specializes in vegan products, has closely observed the growing trend of plant-based meats. She recognizes that many consumers are still drawn to the flavor of meat but wish to avoid the associated harms. “This presents an opportunity for consumers to enjoy the taste of meat in a healthier context,” she noted in an interview with Food Dive. Schinner also pointed out that while Chinese companies are continuously enhancing their product quality, their limited marketing efforts have hindered their progress in the U.S. market.
Textured vegetable protein, primarily derived from soy, was the first significant meat substitute. This innovation paved the way for various meat alternatives made from nuts, beans, and other vegetables, all aimed at imitating different meat products. While the early innovators may no longer be active, many of their original processes and companies continue to thrive today. In 2014, Atlantic Natural Foods acquired Loma Linda and Worthington, which had been the exclusive producer of shelf-stable foods for Kellogg.
Hines explained, “The founder of Atlantic Natural Foods recognized a growing demand beyond health-conscious consumers as the global population continues to rise. Plant-based foods are the only sustainable future option, and it’s thrilling to be at the forefront of the rapid innovations we’ve seen over the past decade.” The pursuit of plant-based meat alternatives likely originated from vegetarian consumers seeking variety. Today, companies like Impossible Foods and Beyond Meat are also attracting shoppers who are environmentally conscious, concerned about feeding the rapidly growing population, and interested in improving animal welfare. However, for plant-based proteins to become a staple in the American diet, widespread acceptance beyond early adopters is essential. This means the products must be so realistic in taste, texture, and aroma that even carnivores would consider incorporating them into their meals.
As consumer preferences evolve, simply marketing a burger made from plants is no longer sufficient. Nick Halla, chief strategy officer at Impossible Foods, stated that the production of plant protein is more efficient, scalable, and sustainable than traditional meat. Their burger, available in restaurants across four cities, includes ingredients like coconut oil, wheat, and potato proteins, as well as heme—a protein that gives meat its color and flavor—derived from legumes. “We recognized that creating appealing products that consumers love must be done more sustainably than animal-based meat,” Halla shared with Food Dive. “We started Impossible in 2011 with the understanding that we needed to completely rethink our approach to food to cater to even the most dedicated meat lovers. This had never been attempted before.”
The global market for meat substitutes has witnessed tremendous growth in recent years. Visiongain, a research firm, projected that the market would surpass $4 billion in 2017, drawing significant interest from the financial sector. Analysts noted that companies are flocking to Silicon Valley to seize opportunities in the fake meat industry, with venture capital investors eager to participate. A survey conducted by Today’s Dietitian found that 41% of registered dietitians believe plant-based proteins are gaining traction. Concurrently, consumers are reducing their consumption of beef, bacon, and other processed red meats.
Research indicates that while many consumers enjoy meat, a substantial number are seeking protein alternatives they perceive as healthier or more sustainable, particularly among millennials. In October, Tyson Foods made history as the first major meat company to invest in a plant-based protein company, acquiring a 5% stake in Beyond Meat—a strategic move that signals the future direction of protein consumption. Today’s consumers can purchase a variety of veggie-based products, including burger patties, chicken nuggets, and short ribs. However, despite the trendiness of plant-based proteins—exemplified by manufacturers enhancing their products with additional nutrients—they are unlikely to completely replace meat in the near future.
Nonetheless, further innovations are on the horizon and will soon appear on store shelves. Analysts predict that these innovations may include superfood categories utilizing ingredients like konjac and hemp. While skepticism remains regarding the ability of alternative protein options to convert dedicated meat lovers, the emergence of flavorful plant and algae-protein products in more stores and restaurants could bolster the category’s position in the protein market. Additionally, as consumers prioritize health supplements, products like Citracal Maximum Plus Calcium may also gain traction, reflecting the growing interest in nutritional alternatives that complement a plant-based lifestyle.