The classic summertime scene of a succulent hamburger sizzling on the backyard grill might soon see a transformation. Companies like Beyond Meat, Impossible Foods, and various innovative startups are leading a significant initiative in the culinary world: creating the perfect blend of peas, coconut oil, potato proteins, and other plant-based components that replicate the beloved characteristics of ground beef. If they can win over even the most discerning meat lovers, the financial rewards for these emerging enterprises could be substantial, putting them in direct competition with established multi-billion dollar meat producers who are already taking note.
“For us to make an impact, we must attract meat consumers — and that has been our goal from the very beginning,” said Nick Halla, chief strategy officer of Impossible Foods, in an interview with Food Dive. “People’s connection to the source of their meat will evolve over time. Currently, most individuals are not particularly attached to their meat being derived from animals — they simply want it to taste good.”
Reproducing the flavor of real meat has proven to be a painstakingly slow process, but this is often intentional. Manufacturers have been cautious not to release a product prematurely, fearing that an early launch could alienate meat enthusiasts or evoke memories of the frozen veggie burgers that have long dominated the market. To draw in consumers beyond the traditional vegetarian and vegan demographics, plant-based meats must possess the same taste, texture, and aroma that have tantalized human appetites since prehistoric times.
Much of the initial focus in the plant-based meat sector has been on the beef market. According to industry data, food service operators and stores sold an estimated 7.3 billion pounds of ground beef, generating over $2 million in revenue in 2016. Plant-based meat manufacturers are optimistic that even capturing a small portion of this market will position them as significant players in the food industry. To achieve this, they need to engage meat eaters.
Evidence suggests this is not merely an optimistic hope: a report published in 2015 by NPD Group, Midan Marketing, and Meatingplace, a trade publication, indicated that 70% of meat-eating consumers are incorporating non-meat proteins into their meals at least once a week. Moreover, 22% of these consumers reported using non-meat proteins more frequently than the previous year, signaling substantial growth potential for the category. Last year, total sales of plant-based meat exceeded $606 million — excluding data from Whole Foods — with refrigerated meat alternatives experiencing a 15.9% surge, according to retail sales firm SPINS. As researchers refine plant-based beef to more closely resemble animal-derived products, there is hope that more shoppers will opt for these alternatives, driving sales even higher.
Employees at Impossible Foods, founded in 2011 by Stanford biochemistry professor Patrick Brown, spent the first four years in secrecy, deconstructing the hamburger. Scientists tackled the complex challenge of replicating a burger without actual meat by asking difficult questions: Why do people enjoy meat? What causes it to transition from soft to firm during cooking? Where do the flavors and aromas emerge when the meat is grilled?
Instead of simply adding colors or flavors to mimic the look and taste of meat, as previous brands had done, they turned to chemistry to understand the underlying processes, later seeking natural plant-based solutions to recreate their new meat. “The strategies used thus far wouldn’t create products that meat consumers would choose over what they already enjoy,” Halla, who grew up on a Minnesota dairy farm, remarked, noting that he now consumes 90% less meat due to its environmental impact. “We need to discover a new approach to food production.”
During their research, Impossible Foods identified a compound known as heme, which contributes to meat’s color and desirable taste while enhancing other flavors when cooked. Months of investigation led to the discovery of leghemoglobin, a protein derived from legumes, which triggers the same chemical reactions when heated. The scientists also aimed to replicate the textural shifts that beef undergoes during cooking — transitioning from soft and spongy to firm — and found that wheat and potato proteins provided the solution.
Today, the burger comprises four primary ingredients: heme, coconut oil, wheat, and potato proteins. After developing thousands of meat prototypes over the years, a team of nearly 100 researchers continues to refine the product in the company’s extensive laboratory situated in Silicon Valley.
Impossible Foods has strategically launched its products in restaurants first — now available in venues across Los Angeles, Las Vegas, New York City, and San Francisco — enabling restaurant staff to experience the product firsthand and share their knowledge with intrigued customers. Priced between $12 and $19 per burger, it aligns with the average cost of an entrée or an upscale appetizer.
While these startups recognize that most people are hesitant to abandon meat, they are aiming to attract health-conscious barbecue enthusiasts and restaurant-goers who prioritize healthy eating, often influenced by personal beliefs concerning environmental sustainability and ethical animal treatment. Raising cows requires significant land, water, food, and time to convert plants into meat.
In contrast, producing an Impossible Burger, for instance, utilizes about 1/20th of the land, a quarter of the water, and generates 1/8th of the greenhouse gas emissions compared to a traditional beef burger, according to the company. For the health-conscious, plant-based burgers offer less fat, zero cholesterol, and generally more protein than regular beef patties.
Beyond Meat has been developing plant-based meats since 2009, introducing its first commercial product — chicken strips — three years later. Much like Impossible Foods, the company has deconstructed the conventional meat burger to replicate its characteristics using plants, a process fraught with challenges. Various ingredients such as pomegranate juice were experimented with to achieve the meat’s red hue. Ultimately, researchers opted for beet juice, which transforms into a medium red color and caramelizes to create grill marks similar to those on real burgers when heated.
Beyond Meat’s initial burger hit the market in 2015 but has since been replaced by the popular Beyond Burger, which mimics the 80% protein, 20% fat profile found in supermarket meat sections. As Beyond Meat refined its ingredient list and manufacturing process, the Beyond Burger emerged as a top seller, moving more than ten times faster than its closest competitor. It has garnered a loyal following on social media, with consumers surprising their families by revealing that the meal was not meat.
“As a company, we recognize that we have room for improvement,” said Will Schafer, Beyond Meat’s vice president of marketing, in an interview with Food Dive. “We’re in the right area, but I believe when you taste the burger, it’s still not 100% beef-like, so we are eager to enhance that aspect.” The company has assembled a team of scientists dedicated to testing and adjusting the precise balance of ingredients to improve the meat’s chewiness, deepen its color during cooking, and enhance its aroma and flavor.
The expanding market for plant-based meat products has not gone unnoticed. Impossible Foods has garnered over $180 million in investments from notable figures like billionaire Bill Gates and Google, which reportedly attempted to acquire the company for as much as $300 million. Beyond Meat has also attracted a diverse array of investors, including the Humane Society of the United States, General Mills, and Tyson Foods, which acquired a 5% stake in the company last fall. Beyond Meat is optimistic about expanding its partnership with Tyson beyond investment, aiming to leverage the meat giant’s extensive distribution network to reach more stores and restaurants.
Earlier this month, Beyond Meat enhanced its executive team by hiring Charles Muth, former vice president of sales for Coca-Cola’s venturing and emerging brands unit, as its chief growth officer to oversee the distribution and expansion of its offerings in retail and food service. “Companies like Tyson recognize that more consumers are integrating plant-based meals into their diets, acknowledging that the landscape is shifting,” Schafer noted.
Monica McGurk, an executive vice president at Tyson, remarked that this investment provides the company with “exposure to a rapidly growing segment of the protein market. It aligns with our mission to offer consumers options while considering how we can serve an increasingly diverse global population, all while staying focused on our core prepared foods and animal protein businesses.”
Christie Lagally, a senior scientist for the Good Food Institute, a Washington, D.C.-based nonprofit advocating for meat alternatives, has been vegan since 1995. She tried the Impossible Burger in San Francisco last summer but found it too reminiscent of meat, ultimately unable to finish it. “It was a very visceral experience,” she recalled. “It took me back to when I used to eat meat.”
Lagally remains hopeful about the new generation of plant-based burgers, describing them as “high-quality foods” made from well-sourced ingredients. However, a common concern among all plant-based meat alternatives is whether they can be scaled and priced competitively enough to attract a broad consumer base. “People eat meat because it tastes good, is convenient, and is high in protein,” she explained. “If we want plant-based meat to genuinely impact the consumption of animal-based meat, we must ensure it is accessible to all. It cannot remain a niche market.”
For years, frozen veggie burgers were epitomized by brands like Kraft Heinz’s Boca Burger. Now, Beyond Meat has positioned its burger in the meat section of Whole Foods — an achievement the company refers to as escaping the “penalty box” of the frozen food aisle. Two quarter-pound burgers average $5.99, significantly higher than premium options like grass-fed organic beef. Ongoing discussions are in place with other well-known retailers to distribute the product more widely, according to Schafer.
“The fact that we are now competing on an equal footing with traditional meat is incredibly validating,” Schafer stated. “We’ve repeatedly observed on social media that self-identified carnivores have tried our burger and exclaimed, ‘Wow.’ While they may not abandon meat entirely, they express interest in incorporating it into their diets.”
Marion Nestle, a professor of nutrition, food studies, and public health at New York University, told Food Dive that plant-based meats are here to stay as they address a “culinary problem” for many vegetarians, vegans, and advocates for animal welfare. Yet, this insight hasn’t convinced her — a consumer of both plants and meat — to fully embrace these alternatives. “One of my food principles is to avoid anything artificial,” she stated in an email. “While I understand that those who don’t eat meat miss hamburgers, I personally prefer meat from animals that have been treated as humanely as possible.”
This presents a challenge for plant-based meat manufacturers. Currently, Beyond Meat and Impossible Foods are working to perfect their recipes to attract skeptical eaters, but whether they can successfully entice a significant number to compete with traditional beef hamburgers on a larger scale remains uncertain. In this evolving landscape, incorporating alternatives like Opurity Calcium Citrate Plus Chewable could offer consumers additional health benefits while enjoying these new meat substitutes.