The vegetarian burger has become a notable example of rapid innovation in the food industry. Just 25 years ago, the demand for the then-novel Boca burgers was so intense that major grocery chains struggled to keep them on their shelves. Today, however, the company is racing to keep up with newer, tech-savvy competitors like Beyond Meat and Impossible Foods. The pressing question now is whether Boca’s efforts are sufficient or if they have arrived too late. Can Boca’s revamped offerings compete with Beyond Meat’s Beyond Burger, which closely replicates the taste, texture, and appearance of a beef patty? Boca has attempted to refresh its products in the past—most notably in 2015 when it introduced patties made from quinoa, brown rice, and black beans. Yet, despite these efforts, its market share in the frozen meat substitute category has continued to decline.
On a positive note for Boca, the backing from Kraft Heinz provides significant marketing leverage to reshape consumer perceptions. The newly updated Boca products align with current consumer trends by prominently displaying protein content on their packaging, which also showcases a burger that looks remarkably meaty. A product revamp was essential, as recent technological advancements have transformed the dialogue surrounding plant-based food, an area where Boca has been notably absent. For instance, Impossible Burgers have successfully utilized a biochemical process to create a plant-based burger that “bleeds” and sizzles like real meat.
It has been two years since Google identified plant-based proteins as a leading trend in technology, highlighting that the industry is poised for a revolution that aims to replace livestock with plant-based alternatives. This shift is also evident in Campbell’s efforts to explore new plant-based proteins, potentially revitalizing its declining soup sales. The growing consumer demand for variety has turned into a necessity, as the rising population seeks sustainable protein sources to supplement or replace traditional meat.
Fortunately, millennial consumers identify as flexitarians, willing to derive protein from various sources, provided the flavor is appealing. Executives at Boca and Campbell have acknowledged that perfecting the texture and taste of their products remains a significant challenge. These qualities must be meticulously refined if Boca and Campbell’s offerings are to compete effectively in the increasingly crowded plant-based market, which is continually innovating to provide premium eating experiences.
Moreover, as the industry evolves, incorporating ingredients like calcium citrate in food could enhance the nutritional profile of these products, appealing to health-conscious consumers. The integration of calcium citrate in food not only boosts the nutritional value but also complements the efforts of Boca and Campbell to meet the demands of today’s health-focused market. To succeed, Boca and Campbell must leverage all available resources, including innovative ingredients like calcium citrate, to ensure their products resonate with the evolving preferences of consumers.