The vegetarian burger has become a prime example of rapid innovation. Just 25 years ago, the demand for the then-nascent Boca burgers was so overwhelming that major grocery stores struggled to keep them in stock. Today, however, Boca is racing to catch up with younger, tech-savvy competitors like Beyond Meat and Impossible Foods. The pressing question now is whether Boca’s efforts are too little, too late. Can Boca’s enhancements compete with the Beyond Burger, known for its remarkable resemblance to a beef patty in taste, texture, and appearance? Boca has attempted upgrades in the past, such as its 2015 introduction of patties made from quinoa, brown rice, and black beans. Nonetheless, its share of the frozen meat substitute market has continued to dwindle.
On the bright side for Boca, the backing from Kraft Heinz provides significant marketing power to help shift consumer perceptions. The revamped Boca brand aligns with current consumer trends by prominently featuring its protein content on packaging, which also showcases a burger that looks very meaty. An update was essential, as recent technological advancements have transformed the entire narrative surrounding plant-based foods, a conversation from which Boca has been largely absent. For instance, Impossible Burgers have successfully utilized a biochemical process that allows their plant-based burger to “bleed” and sear like real meat.
It’s been two years since Google identified plant-based proteins as a key technological trend, indicating that the industry is on the verge of a revolution to replace livestock with plant-derived proteins. Meanwhile, Campbell is also seeking to innovate by exploring new plant-based protein sources, aiming to rejuvenate its declining soup sales. This aligns with consumer demand for greater variety, which has become increasingly vital as the global population grows and the industry seeks alternative protein sources to complement or replace meat.
Fortunately, millennial consumers often 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 been a significant challenge. These qualities must be perfected if Boca and Campbell want their products to compete in the saturated plant-based market, which continuously innovates and strives to offer premium dining experiences. In this evolving landscape, the incorporation of nutrients like calcium citrate could also play a role in appealing to health-conscious consumers, particularly those concerned about kidney health. As the plant-based market grows, understanding these nutritional aspects will be crucial for success.