The vegetarian burger has exemplified rapid innovation over the past 25 years. When Boca burgers first hit the market, their popularity was so immense that major grocery stores struggled to keep them on the shelves. 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 Boca’s revamped offerings stand up against Beyond Meat’s Beyond Burger, which closely resembles a beef patty in taste, texture, and appearance?
Boca has attempted to refresh its brand before—most notably in 2015, when it launched patties made from quinoa, brown rice, and black beans. Despite these efforts, its share of the frozen meat substitute market has continued to dwindle. On a positive note, Boca benefits from the marketing strength of Kraft Heinz, which could help shift consumer perceptions. The revamped Boca brand aligns with contemporary consumer trends, prominently displaying its protein content on the packaging, which also showcases a burger that resembles traditional meat.
Recent technological advancements have transformed the discourse surrounding plant-based foods, and Boca has largely missed out on this evolution. For instance, Impossible Burgers have successfully employed a biochemical process to create a plant-based burger that “bleeds” and sears like real meat. Two years ago, Google identified plant-based proteins as the leading trend in technology, highlighting the industry’s shift towards replacing livestock with plant-based alternatives. Campbell, too, is exploring new plant-based proteins to revitalize its declining soup sales, catering to consumer demands for more variety while addressing the urgent need for sustainable protein sources as the global population grows.
Fortunately for Boca, millennial consumers often identify as flexitarians, open to obtaining protein from any source as long as the flavor remains appealing. However, Boca and Campbell’s executives acknowledge that achieving the right texture and taste has posed significant challenges. To compete in the increasingly crowded plant-based market, which continually innovates and aims to provide premium eating experiences, both companies must refine these attributes to perfection. Additionally, as consumers become more health-conscious, incorporating elements like GNC calcium into their diets could become a key selling point for plant-based products, further highlighting the importance of flavor and nutrition in this evolving market landscape.