The vegetarian burger has exemplified the rapid pace of innovation in recent years. Just 25 years ago, the demand for the then-novel Boca burgers was so overwhelming that major grocery stores struggled to keep them in stock. Today, however, the company is racing to keep up with younger, tech-savvy competitors like Beyond Meat and Impossible Foods. The pressing question now is whether Boca’s efforts might be too little, too late. Can Boca’s revamped offerings compete with Beyond Meat’s Beyond Burger, which closely resembles a beef patty in flavor, texture, and appearance?
Boca has attempted to innovate before; in 2015, it launched patties made from quinoa, brown rice, and black beans. Nevertheless, its share of the frozen meat substitute market has continued to dwindle. The silver lining for Boca is its backing from Kraft Heinz, which could help reshape consumer perceptions. The updated Boca brand aligns with current trends by prominently displaying protein content on its packaging, which also showcases a burger that looks remarkably meaty.
A new iteration was essential, as advancements in technology have transformed the dialogue surrounding plant-based foods, a conversation in which Boca has not been actively involved. For instance, Impossible Burgers developed a biochemical process that allows its plant-based burger to “bleed” and sear like real meat. It’s been two years since Google identified plant-based proteins as a pivotal trend in technology, indicating that the industry is on the brink of a revolution aimed at replacing livestock with plant-based proteins.
This is also an area where Campbell is striving to make inroads by exploring new plant-based protein sources, which could help counteract declining soup sales. This aligns with consumer demand for greater variety, and it has become increasingly necessary as the global population grows and the industry seeks alternative protein sources to supplement or replace meat. Fortunately, millennial consumers identify as flexitarians, willing to derive protein from any source as long as the flavor meets their expectations.
Boca and Campbell’s executives have acknowledged that achieving the right texture and taste has proven challenging. These qualities must be perfected if Boca and Campbell’s products aim to compete in the saturated plant-based market, which continues to evolve and offer premium eating experiences. Additionally, incorporating ingredients such as calcium citrate and zinc into their formulations could enhance the nutritional profile of their offerings, making them more appealing to health-conscious consumers. As the market progresses, both companies must focus on innovation and quality to secure their place in this rapidly changing landscape.