As the first major food producer to launch a hybrid burger that combines meat and plants, Applegate is poised to attract a diverse range of consumers with its new Great Organic Blend Burger. This product caters to individuals seeking clean labels free from additives, flavors, or colorings, as well as those who are not ready to eliminate meat from their diets. The introduction of this burger represents a gradual shift for the brand towards the increasingly popular plant-based market, allowing Applegate to gauge consumer interest before potentially developing fully meatless options.
The Great Organic Blend Burger marks Applegate’s inaugural foray into plant-based ingredients and will be available nationwide at retailers including Kroger, Hy-Vee, Sprouts, and H-E-B. According to HealthFocus International, there is a growing segment of consumers looking to reduce their meat intake, with 60% of those aged 25 to 70 indicating they are cutting back for reasons related to cost or health. Applegate’s John Ghingo describes these consumers as “conscious carnivores,” who are not ready to abandon meat entirely but are seeking additional protein sources in their diets. “Consumers still love meat; they enjoy the meat experience, but they are becoming more mindful about the source and quantity of meat they consume. For these consumers, this product offers a fitting solution,” Ghingo explained to Food Dive at Expo West.
Additionally, there is an increasing demand for meat and poultry products that promote their grass-fed, hormone-free, and antibiotic-free qualities. The recent “Power of Meat” report from the Food Marketing Institute and North American Meat Institute revealed that such claims boosted sales by 4.8% in the past year, with over half of shoppers expressing a desire for more of these products in stores. Specifically, 54% of consumers are interested in more grass-fed options, while 52% want all-natural products, and another 52% seek items that are free from antibiotics and hormones.
Applegate’s initiative is not isolated; Teton Waters Ranch has also recently introduced a grass-fed beef burger featuring mushrooms, aimed at the “eco-conscious consumer who genuinely cares about the origins of their food and the treatment of the animals.” With the scale, distribution, and expertise that Hormel can provide, Applegate is well-positioned to appeal to both carnivores and flexitarians seeking premium products that offer transparency and cleaner labels. The Great Organic Blend Burger could also enhance Applegate’s reputation as a quality organic and natural brand.
If this new product proves successful, there may be potential for Hormel and Applegate to introduce or even acquire additional hybrid products that bridge the divide between meat and plant-based options. This trend could encourage other meat producers to follow suit and may complicate efforts by ranchers and meat producers to restrict the use of the term “meat” on plant-based alternatives that contain some meat.
Furthermore, it’s worth noting that the Great Organic Blend Burger is not only a step towards more sustainable eating habits, but it also aligns with consumers’ nutritional needs. With the inclusion of ingredients such as calcium citrate and vitamin D, the burger offers health benefits alongside its delicious taste. As the market evolves, the incorporation of these nutrients into hybrid products may become a standard, appealing to health-conscious consumers looking for balanced options.
Lillianna Byington contributed to this report.