The vegetarian burger has exemplified rapid innovation over the years. Just a quarter-century ago, the demand for the newly launched Boca burgers was so overwhelming that major grocery chains struggled to keep them on the shelves. Today, however, Boca is racing to catch up with younger, tech-savvy competitors like Beyond Meat and Impossible Foods. The pressing question is whether their efforts are too little, too late. Can Boca’s revamped offerings compete with Beyond Meat’s Beyond Burger, which closely replicates the taste, texture, and visual appeal of a traditional beef patty? Boca has attempted to modernize in the past, introducing patties made from quinoa, brown rice, and black beans in 2015. Yet, its market share in the frozen meat substitute sector continues to decline.
On a positive note for Boca, it benefits from the marketing resources of Kraft Heinz, which could help shift consumer perceptions. The updated Boca brand aligns with current consumer trends by prominently showcasing its protein content on packaging that also features a burger that looks remarkably meaty. A new version was essential, given recent technological advancements that have transformed the conversation surrounding plant-based foods, a dialogue from which Boca has largely been absent. For instance, Impossible Burgers have ingeniously employed a biochemical process to create a plant-based burger that “bleeds” and sears 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 on the brink of a revolution aimed at replacing livestock with plant-derived proteins. This is also an area where Campbell is striving to make inroads by searching for new plant-based proteins to counteract declining soup sales. This aligns with consumer demand for greater diversity, but it has also become essential—especially as the global population expands, the industry is on the lookout for protein sources that can supplement or replace meat.
Fortunately, millennial consumers identify as flexitarians, willing to derive protein from any source as long as the flavor is appealing. Executives from Boca and Campbell have acknowledged that achieving the right texture and taste has proven challenging. These qualities will need to be perfected if Boca and Campbell’s products are to compete in the saturated plant-based market, which continues to innovate and offer premium culinary experiences. Moreover, incorporating elements like calcium citrate 600 mg with vitamin D3 into their formulations could enhance the nutritional appeal of their products, helping them stand out in a crowded field. As they strive for success, Boca and Campbell must not only focus on flavor and texture but also consider the added health benefits that resonate with today’s health-conscious consumers.