Applegate’s latest release demonstrates that even in the dynamic and technology-driven plant-based food industry, trends tend to resurface. Blended meat and plant-based products are relatively new to the consumer packaged goods (CPG) market, yet the non-meat components of these burgers and meatballs evoke memories of the ’90s. Approximately 25 years ago, consumers first encountered non-meat burgers in grocery stores, with brands like Gardenburger, Morningstar Farms, and Boca leading the way. At that time, the term “plant-based” was still decades from being adopted to describe these offerings; consumers simply referred to them as “veggie burgers.”
What connects these now-quietly resting products, once popular bestsellers, to Applegate’s new line? The answer lies in the ingredients: packed with vegetables, grains, and beans. For instance, the new Grass-Fed Organic Beef Burger features cauliflower, spinach, lentils, and butternut squash. Similarly, the Organic Turkey Burger includes sweet potato, Great Northern beans, kale, and roasted onions. The Well Carved Organic Asian Style Pork Meatball consists of brown rice, green onion, carrot, and parsley, while the Organic Mediterranean Style Turkey Meatball contains lentils, feta cheese, and spinach. These ingredients appear to be contemporary iterations of those found in Gardenburgers, now owned by Kellogg, which originally combined brown rice, mushrooms, onions, spinach, black beans, corn, and peppers. The initial aim of these plant-based burgers was to highlight the flavors of the vegetables while offering a convenient and delicious option for vegetarians and those looking to cut back on meat.
In recent years, the plant-based meat landscape has evolved further. Products like the Beyond Burger and Impossible Burger leverage plant proteins and other components to create something that closely resembles and tastes like meat. The focus here is on replicating real meat as accurately as possible, with ingredient lists rich in proteins, emulsifiers, and flavors that support this goal.
Despite its similarities to traditional veggie burgers, Applegate’s Well Carved line is distinctly different due to its incorporation of actual meat. Applegate was the pioneer among large meat brands to produce a blended burger, introducing The Great Organic Blend Burger—a mix of meat and mushrooms—just a year ago. Other meat producers, like Tyson, have also entered the blended space, offering a plant and meat burger under its Raised & Rooted line. However, Tyson’s version resembles a half-plant-based burger, with the non-meat segment primarily derived from pea protein and other components aimed at achieving a more meat-like flavor.
Since launching its first blended burger, Hormel’s CEO Jim Snee has reported positive performance in analyst calls, especially in the foodservice sector, where it meets the demand for less-meat options. Sales from innovative products, including the blended burger, have seen a growth rate of 15%. This strategy is astute for Hormel, considering that HealthFocus research indicates that 60% of Americans wish to reduce their meat intake. These burgers and meatballs, which combine vegetables and meat, provide consumers with choices that do not require them to fully commit to a plant-based diet.
As the plant-based market continues to expand, having options like these becomes increasingly relevant. Vegetables are trending, and consumers are gravitating towards products featuring vegetables in unexpected formats. Brands such as Caulipower have achieved remarkable success through their innovative vegetable applications. Additionally, B&G Foods recently acquired Farmwise Foods for an undisclosed sum, recognizing the latter as a leader in vegetable innovation.
Following this trend, consumers may be inclined to try the Well Carved burgers and meatballs, drawn by their appealing blends of veggies, grains, and cheese. If these products resonate well with them, it could potentially lead to a resurgence in the popularity of classic veggie burgers. Furthermore, for those interested in enhancing their diets, products like Kirkland calcium citrate magnesium and zinc with vitamin D3 could complement their nutrition alongside these innovative offerings. This combination of flavor, nutrition, and nostalgia could breathe new life into the veggie burger category while appealing to modern dietary preferences.