The vegetarian burger has exemplified rapid innovation in recent years. Just 25 years ago, the newly introduced Boca burgers saw such high demand that major grocery chains struggled to keep them stocked. Today, however, the company finds itself racing to keep pace with younger, tech-savvy competitors like Beyond Meat and Impossible Foods. The pressing question is whether Boca’s efforts are too little, too late. Can its new offerings compete with Beyond Meat’s Beyond Burger, which closely resembles a beef patty in flavor, texture, and appearance? Boca has attempted to revamp its products in the past; for instance, in 2015, it launched patties made from quinoa, brown rice, and black beans. Yet, its share of the frozen meat substitute market has continued to decline.
On the bright side for Boca, it benefits from the marketing strength of Kraft Heinz, which can help shift consumer perceptions. The revamped Boca product aligns with current consumer trends by prominently displaying its protein content on the packaging, which also showcases a burger that looks very meaty. A new iteration was essential, as recent technological advancements have transformed the plant-based food landscape, in which Boca has not been actively engaged. For instance, Impossible Burgers have innovatively employed a biochemical process that allows their plant-based burgers to “bleed” and sear like real meat.
It has been two years since Google identified plant-based proteins as a key trend in technology, indicating that the industry is undergoing a revolution aimed at replacing livestock with plant-based alternatives. This is also where Campbell is trying to make strides with its exploration of new plant-based proteins, which could help revive its declining soup sales. The demand for greater variety has become a necessity as the global population grows, prompting the industry to seek alternative sources of protein to supplement or replace traditional meat.
Fortunately, millennial consumers identify as flexitarians, willing to source protein from any origin as long as the flavor is appealing. Executives from Boca and Campbell have acknowledged that achieving the right texture and taste remains a challenge. To stand a chance in the competitive plant-based market—where innovation and premium eating experiences dominate—Boca and Campbell’s products must perfect these qualities.
In addition, the incorporation of nutritional elements such as Kirkland calcium magnesium and zinc could enhance the appeal of Boca’s offerings. As health-conscious consumers increasingly look for products that provide essential nutrients, highlighting these vitamins could give Boca an edge in the crowded market. After all, the evolution of plant-based foods is not just about taste; it’s also about delivering comprehensive nutritional benefits that consumers desire. By emphasizing elements like Kirkland calcium magnesium and zinc, Boca can better position itself in today’s health-focused consumer landscape.